Week18消费者导向的销售1.pptxVIP

Types of Consumer-Oriented Trade-Oriented Sales Promotions ? Part 2MKT3150Adv Sales PromotionWeek 18Part 2Sampling CouponingChapter ObjectivesAppreciate the objectives of consumer-oriented sales promotions.Recognize that many forms of promotions perform different objectives for marketers.Know the role of sampling, the forms of sampling, and the trends in sampling practice.Be aware of the role of couponing, the types of coupons, and the developments in couponing practice.Understand the coupon redemption process and misredemption.Appreciate the role of promotion agencies.Why Use Consumer Promotions?PromotionsAccomplish goals that advertising by itself cannotInduce consumers to buy now rather than laterEncourage the buying of one brand rather than a competitorEncourage consumers to buy more, and more frequently? 2010 South-Western, a part of Cengage Learning. All rights reserved.16–Brand Management ObjectivesBrand ManagementIs often directed at influencing consumer behaviour rather than initiating trade or sales-force actionObjectives are:Generating purchase trial and retrial (new customers)Encouraging repeat purchases (early customer loyalty)Reinforcing brand images (on-going customer loyalty)? 2010 South-Western, a part of Cengage Learning. All rights reserved.16–Consumer RewardsConsumer Rewards 1/3Utilitarian (Functional) Benefits of RewardsObtaining monetary savings (e.g., when using coupons)Reducing search and decision costs (e.g., by availing of a promotional offer, consumers do not have to think about other alternatives)Obtaining improved product quality made possible by a price reduction that allows consumers to buy superior brands they might not otherwise purchase.? 2010 South-Western, a part of Cengage Learning. All rights reserved.16–Consumer Rewards 2/3Hedonic (pleasure) Benefits of RewardsAccomplishing a sense of being a wise shopper when taking advantage of sales promotionsAchieving a need for stimulation and variety when trying a brand that might not