Pay your dues ( work hard to achieve your goal )

　　Hit the book:

　　Bull eye zone

　　Leading brand

　　Effective spot

　　Markup

　　Bound to

　　Lollipop

　　"Bull's-Eye Zone" (Second and Third Shelves from the Top)

　　What's there: Best sellers and other leading brands.

　　Why: "Brands that sell best are always in what's called the 'bull's-eye zone,' front and center, right in your sight line. It is the best placement, and the manufacturers have to pay for it," says Childress. Tesler adds: "There's no advantage for the supermarket to show you the lowest-priced item in the most effective spot. So here you tend to see higher-priced items or items with the highest markup." Secondary brands hoping to benefit from being shelved next to the leaders also pay for placement in the bull's-eye.