List of tables VIII

Table 22: Category and brand orientations in the trade marketing, category management,

and shopper marketing activities ......................................................................... 116

Table 23: External and internal orientations in the trade marketing, category management,

and shopper marketing activities ......................................................................... 117

Table 24: Determinants in the categories and retailers domains ......................................... 119

Table 25: Determinants in the parent company and in-market subsidiary domains ........... 123

Table 26: Overview of the status quo of trade marketing, category management,

and shopper marketing organizations .................................................................. 126

Table 27: Clusters of the status quo of trade marketing, category management,

and shopper marketing organizations .................................................................. 127

Table 28: Activities of the clusters of trade marketing, category management,

and shopper marketing organizations .................................................................. 128

Table 29: Reporting lines of the clusters of trade marketing, category management,

and shopper marketing organizations .................................................................. 132

Table 30: Determinants of the clusters of trade marketing, category management,

and shopper marketing organizations .................................................................. 145

Table 31: Overview of the external determinants of trade marketing, category management,

and shopper marketing organizations .................................................................. 146

Table 32: Overview of the internal determinants of trade marketing, category management,

and shopper marketing organizations .................................................................. 147

Table 33: Herfindahl indices of the manufacturers ............................................................. 148

Table 34: Overview of considered, planned, or recently implemented changes in trade

marketing, category management, and shopper marketing organizations .......... 157

Table 35: Overview of changes in the external determinants of trade marketing, category

management, and shopper marketing organizations ........................................... 158