week18消費者導(dǎo)向的銷售1-文庫吧資料
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【正文】 sts of distribution—mailing, doortodoor distribution, and so on. Assume, for example, that the cost of distributing a trialsized unit is $ and that 15,000,000 units are distributed。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–19 Sampling Charmin via a Fleet of Tractor Trailers Figure 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–15 Sampling ? Why Sampling Is Effective – It gives consumers an opportunity to experience a new brand personally – It allows an active, handson interaction rather than a passive encounter, as is the case with the receipt of promotional techniques such as coupons – It is almost a necessity when introducing truly new products that can afford this form of promotion 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–12 Major ConsumerOriented Promotions Table 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–8 Consumer Rewards 2/3 ? Hedonic (pleasure) Benefits of Rewards – Acplishing a sense of being a wise shopper when taking advantage of sales promotions – Achieving a need for stimulation and variety when trying a brand that might not purchased if it were not for an attractive promotion – Obtaining entertainment value when, for example, the consumer petes in a promotional contest or participates in a sweepstakes 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–5 Brand Management Objectives ? Brand Management – Is often directed at influencing consumer behaviour rather than initiating trade or salesforce action – Objectives are: ? Generating purchase trial and retrial (new customers) ? Encouraging repeat purchases (early customer loyalty) ? Reinforcing brand images (ongoing customer loyalty) Consumer Rewards 169。Types of ConsumerOriented TradeOriented Sales Promotions ? Part 2 MKT3150 Adv Sales Promotion Week 18 Part 2 Sampling Couponing Chapter Objectives ? 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. 16–4 Why Use Consumer Promotions? ? Promotions – Acplish goals that advertising by itself cannot – Induce consumers to buy now rather than later – Encourage the buying of one brand rather than a petitor – Encourage consumers to buy more, and more frequently 169。 2023 SouthWestern, a part of Cengage Learning
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