TITLE

REBATE DEBATE

AUTHOR(S)
Francella, Barbara Grondin
PUB. DATE
May 2005
SOURCE
Convenience Store News;5/30/2005, Vol. 41 Issue 7, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the benefits and pitfalls of manufacturer trade programs. Retail display allowances, slotting fees, rebates, discounts: Call them what one will, but by many retailer accounts, manufacturer trade marketing programs are a double-edged sword. While some convenience store operators view trade monies and the merchandising agreements attached to them as insurance against new-product risks and compensation for practicing a supplier's vision of category management, others charge manufacturer programs keep retailers focused on the buy rather than the sell, stress brand over category, cripple their ability to realize the best possible return from their valuable shelf space and, at their worst, prevent fair trade.
ACCESSION #
17223846

 

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