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утверждаюсь в высказанном мнении With these sorts of shares it is pretty clear who is in charge As one groceryretailer CEO told us, ‘Whoever owns the shelf, owns the market.’ The con-sequences of the above numbers are self-evident. Not only are retailers increasingly taking charge of the brands’ customers, they are also starting to own the key points of contact with them. They often know their customersmuch better than any individual brand. They increasingly own and shapecustomers’ consumption patterns, influencing not only how they buy brandsbut also which brands to buy. Retailers increasingly dictate the prices chargedand are themselves setting the terms for their relationships with each indi-vidual brand. This is much to the frustration of many brand owners, whichto a large extent find themselves with no other option than to do exactly whatthe retailers tell them to do. No questions asked. The only thing on theirmind is simply trying to maintain distribution.
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