Question
A shampoo manufacturer allocates part of their trade budget to a drug store to have them display its shampoo line in the front end aisle
A shampoo manufacturer allocates part of their trade budget to a drug store to have them display its shampoo line in the front end aisle where they are most likely to attract the attention of customers. This initative with the retailer is an example of:
- Collateral materials
- Dealer premium
- Trade allowance
- Performance allowance
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Marketing management
Authors: Philip Kotler, Kevin Lane Keller
14th Edition
9780273753360, 132102927, 273753363, 978-0132102926
