Add to ORKGWP 2009-28 September 2009We design a market experiment to examine how firm size and ability to choose trade promotion types influence trade promotion budget, its allocation and channel profits. Our experimental results show that larger manufacturers offer smaller trade promotion budgets. Manufacturers with ability to influence the allocation decision favor scan-backs while retailers favor off-invoices. Trade promotion decisions affect profit sharing within the channel but not total channel profit. We validate these findings with an econometric analysis of survey data from supermarket executives. Overall, our results suggest that market experiments can shed light on trade promotion outcomes for which industry data are sparse
Consumer sales promotions are usually the result of the decisions of two marketing channel parties, ...
textabstractWhile there has been strong managerial and academic interest in price promotions, much o...
This article employs a Tobit model to examine whether the market power of manufacturers and retailer...
We design a market experiment to examine how firm size and ability to choose trade promotion types i...
Critics have long faulted the wide-spread practice of trade promotions as wasteful. It has been esti...
The use of trade promotions as a channel-programming tool has increased substantially in the past de...
While many have proposed theories to explain trade promotion behavior by manufacturers, to date a la...
Trade promotions have become an increasingly important element of the marketing mix. Yet, there is v...
Retailers frequently pocketed trade deals but magnified them when they passed ?nything through. Noth...
Manufacturer trade promotion spending is second only to cost of goods sold as aprofit-and-loss item,...
Producción CientíficaThe selection of either a pull or a push price promotion has mainly been invest...
I received very positive comments and suggestions on how this work could be expanded, including empi...
Do price promotions generate additional revenue and for whom? Which brand, category, and market con-...
Do price promotions generate additional revenue and for whom? Which brand, category, and market cond...
Today, promotion represents two-thirds of marketing expenditures for many consumer products firms. T...
Consumer sales promotions are usually the result of the decisions of two marketing channel parties, ...
textabstractWhile there has been strong managerial and academic interest in price promotions, much o...
This article employs a Tobit model to examine whether the market power of manufacturers and retailer...
We design a market experiment to examine how firm size and ability to choose trade promotion types i...
Critics have long faulted the wide-spread practice of trade promotions as wasteful. It has been esti...
The use of trade promotions as a channel-programming tool has increased substantially in the past de...
While many have proposed theories to explain trade promotion behavior by manufacturers, to date a la...
Trade promotions have become an increasingly important element of the marketing mix. Yet, there is v...
Retailers frequently pocketed trade deals but magnified them when they passed ?nything through. Noth...
Manufacturer trade promotion spending is second only to cost of goods sold as aprofit-and-loss item,...
Producción CientíficaThe selection of either a pull or a push price promotion has mainly been invest...
I received very positive comments and suggestions on how this work could be expanded, including empi...
Do price promotions generate additional revenue and for whom? Which brand, category, and market con-...
Do price promotions generate additional revenue and for whom? Which brand, category, and market cond...
Today, promotion represents two-thirds of marketing expenditures for many consumer products firms. T...
Consumer sales promotions are usually the result of the decisions of two marketing channel parties, ...
textabstractWhile there has been strong managerial and academic interest in price promotions, much o...
This article employs a Tobit model to examine whether the market power of manufacturers and retailer...