Electrical, industrial and plumbing distributors
contacted during research for this article reported that the percentage of co-op funds to their total marketing budgets ranged
from 42 percent to 100 percent, with an average of 67 percent. At percentages this high, a misalignment between co-op spending
and marketing strategy can seriously affect a firm's ability to market its products'and jeopardize future co-op contributions.
Most
manufacturers base co-op funds on prior-year sales results. The amount can be fixed, based on a formula or a percentage of
sales; the method used ...
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Electrical, industrial and plumbing distributors
contacted during research for this article reported that the percentage of co-op funds to their total marketing budgets ranged
from 42 percent to 100 percent, with an average of 67 percent. At percentages this high, a misalignment between co-op spending
and marketing strategy can seriously affect a firm's ability to market its products'and jeopardize future co-op contributions.
Most
manufacturers base co-op funds on prior-year sales results. The amount can be fixed, based on a formula or a percentage of
sales; the method used ...
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