科特勒的“市場(chǎng)營(yíng)銷”(參考版)
2024-10-21 18:27本頁面
【正文】 2021 Prentice Hall Major Public Relations Tools Special Events Written Materials Corporate Identity Materials Speeches News Audiovisual Materials Public Service Activities Web Site 。2021 Prentice Hall 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 169。 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 amp。 Grocery Receipts used ? Eight types of deals: ? Centoff, Onefree, Gift, Display, Rebate, Contest, Sale, amp。2021 Prentice Hall “ Deal Proneness,” Liechtenstein, Burton, amp。2021 Prentice Hall Consumer Promotion C
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