科特勒營(yíng)銷管理下載_marketing_management19(編輯修改稿)
2025-01-30 04:44 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ncreased managerial accountability ? Competition ? Clutter 169。2023 Prentice Hall LongTerm Promotional Allocation 0 10 20 30 40 50 60 1986 88 90 92 94 1996 Year %t of total 3 A Trade Promo Media Adv Cons. Promo Cox Direct 19th Annual Survey of Promotional Practices 169。2023 Prentice Hall Channels of Sales Promotions Trade Promotions Consumer Promotions Push Push Pull Retail Promotions 169。2023 Prentice Hall Consumer Promotion ConsumerPromotion Objectives ConsumerPromotion Tools PointofPurchase Displays Premiums Price Packs Cash Refunds Coupons Samples Patronage Rewards Games Sweepstakes Contests Advertising Specialties Patronage Rewards Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold Reward Loyal Customers Consumer Relationship Building 169。2023 Prentice Hall “ 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%
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