introduction to marketing communications lecture 4
DESCRIPTION
A brief introduction to sales promotion...TRANSCRIPT
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4 …introduction to
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sales promotion
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direct inducement or incentive
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often provide in-store promotions…
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personal selling may be used to offer and deliver a discount
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payment terms (i.e. interest free credit)
quantity increases
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value adding… something extra
loyalty schemes
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Lee (2002) puts forward four main reasons…
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High
Low
New Product or Market Withhold Sales
Promotion Use Sales Promotion to
Stimulate Full Trial
Established Product or Market
Non-Loyals – Use for Switching Loyals – Use Carefully
Non-Loyals – Attract for Trial
Loyals – Reward for Increased Usage
Involvement
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