推銷活動和公共關(guān)系(完整版)
【正文】 e Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold Reward Loyal Customers Consumer Relationship Building “ Deal Proneness,” Liechtenstein, Burton, Netemeyer, Journal of Retailing, Summer 1997 ? Examination of “deal proneness” among consumers in a supermarket setting ? Surveys Grocery Receipts used ? Eight types of deals: ?Centoff, Onefree, Gift, Display, Rebate, Contest, Sale, Coupon “ Deal Proneness,” Liechtenstein, Burton, Netemeyer Cluster analysis yielded two interpretable results: ? 49% are “deal prone,” 51% not ? 24% High “Deal prone,” 50% intermediate, 26% deal insensitive ? “Dealproneness” a generalized construct (crosses type of promotion) ? Younger Less educated more likely to be deal prone TradePromotion Objectives TradePromotion Tools Specialty Advertising Items Contests Free Goods BuyBack Guarantees Allowances PriceOffs Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers Trade Promotions BusinessPromotion Objectives BusinessPromotion Tools Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Conventions Trade Shows Sales Contests BusinesstoBusiness Promotion Special Events Written Materials Corporate Identity Materials Speeches News Audiovisual Materials Major Public Relations Tools Public Service Activities Web Site Taco Bell has purchased the Liberty Bell! Review ? Developing Managing an A
語文相關(guān)推薦
鄂ICP備17016276號-1