The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

Question

Quizplus · Accepted Answer

As larger retailers have more bargaining power, they can demand trade promotions (such as discounts and rebates) from manufacturers, which cuts into their advertising and consumer promotions budgets. This has been observed in retail markets worldwide.

The Growing Power of Larger Retailers Has Increased the Retailer's