Chapter 17.2

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Chapter 17.2

  1. 1.  Are incentives that encourage buying › Build awareness › ↑ sales from current customers › Reward loyalty › Usually supported by advertising › Types: 1. Trade Promotions 2. Consumer Promotions
  2. 2.  Sales activities designed to get support for a product from manufacturers, wholesalers, retail More $ is actually spent on promoting to businesses than consumers
  3. 3.  Sales strategies to get buyers to buy product or service Types: › Coupons › Premium deals › Incentives › Product samples › Sponsorships › Promotional tie-ins › Product placement › Loyalty marketing programs › Point of purchase displays
  4. 4.  Certificates for cash discounts Stores accept & send them to a manufacturer’s headquarters or clearing house to be sorted Redemption centers reimburse stores for face value + charge a handling about 8¢ per coupon Apps for your phone
  5. 5.  Low cost items provided at discount or for FREE Build product loyalty Attract new customers “added value” 3 Types: › Factory packs = free gifts placed in product packages (cereal) › Traffic builders= pens, key chains, coffee mugs @ store or events › Coupon plans= ongoing programs (customer sends in soup labels)The House Boardshop
  6. 6.  Free trial sizes Especially important in promoting new products Drug manufacturers to doctors and dentists
  7. 7.  People, events, groups, or a physical location
  8. 8.  Arrangements between 1 or more retailers or manufacturers Both benefit from combing resources
  9. 9.  Brand name products in movies, TV, sporting events, or in commercials for another product Transformers
  10. 10.  Programs that reward customers for patronizing
  11. 11.  Designed primarily by manufacturers to display their products Placed in ↑ traffic areas for in store advertising
  12. 12.  Page 379 in text book

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