Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 10

Assume you are a buyer for a large supermarket chain and that you have been asked to speak to a group of marketing students at a nearby university. During the question-and-answer session following your comments, a student makes the following statement: "My father works for a grocery product manufacturer, and he says that slotting allowances are nothing more than a form of larceny!" How would you defend your company's practice to this student