The Promotions of Brands and Stores and their Impact the Optimal Decisions for the Marketing Channel Members

두 종류의 촉진(브랜드 프로모션과 점포 프로모션)과 유통구성원의 최적결정

Manufacturers want brand promotions at the stores. In contrast, retailers want promotions for the stores rather than for the brands since better store promotions can attract customers from the competing retail stores. In this paper, three scenarios are assumed for the promotions in terms of the allowances or the side-payments form the manufacturer to the retailer and the pass-through rate for the allowances being used for the brand promotions by the retailer. An analytical model for the marketing channel distribution is used for the analysis. Then, several marketing implications are suggested based on the findings.