Marketing Research and Public Policy: The Case of Slotting Fees

Abstract

Introduction: Marketing's Hidden Worlds A recent article about the U.S. marketing system stressed that much of its operation occurs in millions of private behind the scenes business episodes and thus remains unperceived by anyone beyond the individual participants (Wilkie and Moore 1999). This can present special difficulties for policymakers and analysts in the public policy realm when the private, episodic nature of marketing activities hides vital information. When this occurs, a sole reliance on certain simplifying economic assumptions can be detrimental to enlightened policy determinations. Public policymakers should be aware that insights from the field of marketing can offer real value in these circumstances. This article focuses on the area of slotting allowances, which has presented an increasing array of challenges for public policy in recent years. This study reflects representative marketing efforts to uncover facts about its real world. It employs survey methodology with secondary data reports to provide a fuller picture of the current status of slotting allowances and implications for policy.