营销学教学课件（英文版）pom12_media16.pptVIP

Sales Promotion Major Sales Promotion Tools Consumer Promotion Tools Samples offer a trial amount of a product Coupons are certificates that give buyers a saving when they purchase specified products Cash refunds are similar to coupons except that the price reduction occurs after the purchase Sales Promotion Major Sales Promotion Tools Consumer Promotion Tools Price packs offer consumers savings off the regular price of a product Premiums are goods offered either free or at low cost to buy a product Advertising specialties are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers Sales Promotion Major Sales Promotion Tools Consumer Promotion Tools Patronage rewards are cash or other awards offered for the regular use of a certain company’s products or services Point-of-purchase promotions include displays and demonstrations that take place at the point of sales Sales Promotion Major Sales Promotion Tools Consumer Promotion Tools Contests, sweepstakes, and games give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort Contests require an entry by a consumer Sweepstakes require consumers to submit their names for a drawing Games present consumers with something that may or may not help them win a prize Sales Promotion Major Sales Promotion Tools Trade Promotion Tools Trade promotion tools persuade resellers to: Carry a brand Give the brand more shelf space Promote the brand in advertising Push the brand to consumers Sales Promotion Trade promotion tools include: Discount Allowance Free goods Specialty advertising Major Sales Promotion Tools Trade Promotion Tools Sales Promotion Major Sales Promotion Tools Business Promotion Tools Business promotion tools are used to: Generate leads Stimulate purchases Reward customers Motivate salespeople Examples include: Conventions and trade shows Sales contests Sales Promotion Major Sales Promotion Tools