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Essay text:
Wal-Mart was unusually active in testing and experimenting with new merchandising techniques. It relied less on advertising than most other discount chains did. The company distributed only one or two circulars per month and ran occasional TV ads, relying primarily on word of mouth to communicate its marketing message. Wal-Mart did no advertising for its Sam’s Club stores. Over the years, Wal-Mart’s management had turned the company’s centralized distribution systems into a competitive edge – the company’s low distribution costs and cost-effective supply chain management practices were a big reason why its prices were low...
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