week18消費(fèi)者導(dǎo)向的銷售1-閱讀頁(yè)
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【正文】 ns to prevent losing consumers to other brands that do offer coupons 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–30 Mail and MediaDelivered Coupons MailDelivered Coupons ? Have 95% household peration rate ? Have highest redemption rate of all massdelivered coupons (%) ? Increase the amount of product purchases ? Are relatively expensive ? Are Inefficient and expensive for brands enjoying a high market share FSIs and Other MediaDelivered Coupons ? 88% of all coupons distributed via Sunday newspaper freestanding inserts ? Provide broad exposure ? Are relatively cheaper ? Serve both reminder and advertising functions ? Redemption rate is very low ? Don’t generate much trade interest ? Susceptible to misredemption 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。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 16–33 Coupon Redemption and Misredemption Process Figure 169。 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 Week Week 19 Types of consumer trade SPs ? Part 3 ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 02:43:5402:43:5402:433/23/2023 2:43:54 AM ? 1以我獨(dú)沈久，愧君相見(jiàn)頻。 02:43:5402:43:5402:43Thursday, March 23, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 2023年 3月 23日星期四 上午 2時(shí) 43分 54秒 02:43: ? 1比不了得就不比，得不到的就不要。 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。 上午 2時(shí) 43分 54秒 上午 2時(shí) 43分 02:43: ? 沒(méi)有失敗，只有暫時(shí)停止成功！。 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。 02:43:5402:43:5402:43Thursday, March 23, 2023 ? 1不知香積寺，數(shù)里入云峰。 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少年十五二十時(shí)，步行奪得胡馬騎。 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。 02:43:5402:43:5402:433/23/2023 2:43:54 AM ? 1越是沒(méi)有本領(lǐng)的就越加自命不凡。 02:43:5402:43:5402:43Thursday, March 23, 2023 ? 1知人者智，自知者明。 :43:5402:43:54March 23, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 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。 上午 2時(shí) 43分 54秒 上午 2時(shí) 43分 02:43: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴
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