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【正文】 ves ? Appreciate the objectives of consumeroriented 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. 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–13 Notes on Table ? The classification of promotional tools is necessarily simplified ? Promotions are capable of acplishing more than a single objective ? Manufacturers use consumeroriented sales also to leverage trade support ? Coupons and premiums achieve different objectives depending on the specific form of delivery vehicle Sampling Any method used to deliver an actual or trialsized product to consumers 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–23 Sampling Challenges and Problems ? Expensive to implement ? Mishandling of mailing by distributors ? Distribution to the wrong market ? In or onpackage samples fail to capture current nonconsumers ? Distribution does not reach sufficient numbers of consumers to justify its expense ? Misuse of samples by customers ? Subject to mail pilferage Couponing A promotional device that rewards consumers for purchasing the couponoffering brand by providing moneyoff savings Also known as VOUCHERS 169。 it’s for next purchase ? May use a coupon to promote one brand by another brand (crossruffing) ? Have bounceback value ? Have no distribution costs ? Have higher redemption rates ? Offer delayed value to consumers ? Don’t reach nonusers of the carrying brand 169。 02:43:5402:43:5402:43Thursday, March 23, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 02:43:5402:43:5402:433/23/2023 2:43:54 AM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 上午 2時(shí) 43分 54秒 上午 2時(shí) 43分 02:43: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 上午 2時(shí) 43分 :43March 23, 2023 ? 1業(yè)余生活要有意義，不要越軌。 02:43:5402:43:5402:43Thursday, March 23, 2023 ? 1知人者智，自知者明。 2023年 3月 23日星期四 上午 2時(shí) 43分 54秒 02:43: ? 1楚塞三湘接，荊門九派通。 2023年 3月 上午 2時(shí) 43分 :43March 23, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–35 The Role of Promotion Agencies Useful Links Useful References ? Marketing Communications (5th Ed.), by Chris Fill, FT/PrenticeHall, UK 2023 ? The Sales Promotion Handbook, by Chris Brown, Kogan Page Limited, London 1999 ? Sales Promotion: How to create, implement and integrate campaigns that really work, by Julian Cummins Roddy Mullin, Kogan Page Limited, London 2023 ? Integrated Marketing munications: Advertising and Promotion, by Terrence A. Shimp, SouthWestern, 2023 (Int’l Edition) Next
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