Hi it is Rick Frishman. Let me try to answer some of your questions.
lots of info at http://www.plannnedtvarts.com and you can download over 67 hours of free teleseminars on publicity at that site as well.
Get my free "Million Dollar Rolodex" at http://www.rickfrishman.com
Stores actually do well to get 30 - 40 % discount through distributors, so they accept that discount directly, at least any store I've done business with for the past six years - thankfully.