search query: @author Buzzell, R. D. / total: 12
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| Author: | Buzzell, R. D. Quelch, J. A. Salmon, W. J. |
| Title: | The costly bargain of trade promotion |
| Journal: | Harvard Business Review
1990 : MAR-APR, VOL. 90:2, p. 141-149 |
| Index terms: | SALES PROMOTION BUYING SELLING DISTRIBUTION MARKETING MIX |
| Language: | eng |
| Abstract: | One of the most significant phenomena in retailing in recent years has been the shift in power from manufacturers to the trade. Manufacturers pay more and more for promotional programs. Some powerful forces are mentioned that explain the intensifying stress on sales promotion. A case example is presented for illustration. Forward buying, diversion, higher manufacturing expenses, and inflated selling and administrative expenditures for manufacturers as well as distributors are costing customers billions each year. There must be means to execute trade promotions at lower cost. They should be a last resort in the marketing mix. Product improvement, more effective advertising, and better packaging are suggested as alternatives. |
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