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Scenario 15-1 One of the Nation's Most Popular Times for Sales Promotions

question 57

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Scenario 15-1
One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale" regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Targetwere also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)
-(Scenario 15-1) Because companies realize consumers will be visiting stores more frequently during the holiday season,several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations.These cash payments are known as __________.

Definitions:

Opportunity-driven

Entrepreneurship or actions motivated by the identification and exploitation of business opportunities.

Troika

Originally a Russian term for a sled or carriage drawn by three horses, now often used metaphorically to refer to a group of three powerful or notable people or entities.

Entrepreneurial Attribute

Qualities or characteristics that are commonly found in successful entrepreneurs, such as creativity, resilience, and risk-taking.

Calculated Risk Taker

An individual or entity that makes decisions based on a careful assessment of risks and rewards.