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VERBATIMS
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Are most marketing programs at retail:
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EQC ( which would be closer to shipment)
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sales to retailer driven
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Although most marketing programs are both consumption and shipment driven, there is a clear mentality to leave most brand marketing to broad based media and far less to point of sale communication.
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driven by advertising / promotion schedule
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"God, we better sell some product" driven
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marketing says consumption, sales says shipment
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incentive
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depends on sector
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| many consumer promo programs at retail are weak attempts to bump share. |