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Manufacturer and retailer power in retailer response to trade discounts.
- Article from:
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Academy of Marketing Studies Journal
- Article date:
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July 1, 2007
- Author:
- Haines, Douglas C.
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Copyright informationCOPYRIGHT 2007 The DreamCatchers Group, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
Trade promotion effectiveness/efficiency was rated as the top issue faced by grocery manufacturers in a recent A.C. Nielson survey and was reported to account for 16% of gross sales. This study addresses trade promotion efficiency by examining the percent of tradediscounted product that is bought then sold through particular retailers to consumers. We test whether manufacturer or retailer power has any influence on retailer response to trade discounts using annual data from 167 manufacturer/retailer dyads involving a major multi-brand grocery manufacturer and forty one major grocery retailers in metropolitan regions throughout the U.S. Indicators of manufacturer ...
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Trade promotion study: focus on the consumer.(industry news)
Frozen Food Age;
October 1, 2007 ;
297 words
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What makes a trade promotion successful?
Frozen Food Age;
July 1, 1999 ;
Hilarides, Bob;
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335 words
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The Vietnam Investment Review;
April 24, 2000 ;
Ngo Thi Hong Hanh;
787 words
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United Press International;
July 18, 2002 ;
398 words
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International Trade Forum;
October 1, 2000 ;
Belisle, J. Denis;
787 words
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WTO to Congress: Support trade promotion.
United Press International;
July 18, 2002 ;
398 words
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 "Info-Prod Research (Middle East)")
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TRADE PROMOTION BOOSTS EXPORTS REPORT
Info-Prod Research (Middle East);
December 29, 2005 ;
102 words
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Editorial: Warning sign for brand ads.(Viewpoint)(Package-goods marketers...
Advertising Age;
March 31, 2003 ;
301 words
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