MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Chapter 15, Problem 11MA
Summary Introduction
To discuss: Opinion of Person X on the given situation.
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You have been hired by a regional supermarket chain as the candy andsnack buyer. Your shelves are dominated by national firms such asWrigley’s and Nabisco. The chain imposes a substantial slotting fee toallow new items to be added to their stock selection. Managementreasons that it costs a lot to add and delete items, and besides, theseslotting fees are a good source of revenue. A small, minority-operated,local firm produces several potentially interesting snack crackers and aline of gummy candy, all with natural ingredients, added vitamins,reduced sugar, and a competitive price—and they also happen to tastegreat. You’d love to give the firm a chance, but its managers claim theslotting fee is too high. Should your firm charge slotting fees? Areslotting fees fair to the relevant shareholders—customers, stockholders,vendors?
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