推广策略15-trade-promotion.pptVIP

Sales Promotion II: trade promotion Trade-Oriented Sales Promotion Objectives Types of Trade-Oriented Promotions Problems with Trade Allowance Forward buying Diverting Every day low pricing (EDLP) is one way to rectify trade allowance problems Display Distributed to Retailers Used to Call Customer’s Attention to Product Promotions Many product-and-brand choice decisions are made at this time $15 billion business Point-of-Purchase Materials Permanent P-O-P Point-of-Purchase Displays Permanent display for Sesame Street toys Point-of-Purchase Displays Permanent display for Kodak film Point-of-P