19

Consumer-Oriented Sales Promotion I. Sales Promotion Overview A. What are Sales Promotions? All of us occasionally delay a purchase until the wanted item “goes on sale.” Sometimes we make an unplanned purchase because of a coupon. Perhaps our loyalty to some brands we use now began with a free sample. If any of these are true for you, then you took advantage of an extra incentive to buy broadly known as “sales promotion.” 1. Sales promotion definition and classifications . More formally, we define sales promotion as any of a variety of tec hniques designed to offer purchasers an ex tra inducement to buy in the form of value or benefits beyond those offered by the product being purchased. The examples in the previous paragraph represent a branch of sales promotion directed at consumers. Not surprisingly, this part of sales promotion is referred to as “consumer-oriented sales promotion.” However, extra inducements to buy may be offered at any point of exchange anywhere in a channel of distribution. Exhibit 1 describes these distinctions and shows the names we will use to classify the various sales promotion techniques. In these notes, we will discuss consumer-oriented sales promotion, which itself may be further categorized in terms of who actually makes the promotional offer to consumers. The names under which these promotions get classified can be confusing, so I encourage you to look carefully at Exhibit 1. In these notes I largely adopt the names most commonly used among promotion professionals, which are sometimes not particularly descriptive. For example, promotional offers made by retailers to consumers are called retail promotions, which seem clear enough. But promotional offers made by manufacturers to consumers are not called manufacturer promotions; they’re called consumer promotions – not to be confused with the broader category o f promotion I refer to as “consumer-oriented sales promotion.” Again, look carefully at Exhibit 1. Making these sometimes confusing distinctions is more than busywork, however; identification of the source of the promotion also typically identifies who pays for the promotion. While most consumers care little abou t who funds promotional offers, promotion managers care deeply about such matters. Promotion managers keep a keen eye on what offers competitors make and who pays for them. Moreover, to assure that they receive access to all promotional offers possible, promotion managers want to know what manufacturers and retailers in their channels are offering to other firms. We will

Consumer%20Promotion[1]

Download PDF Report

Upload
jaikumar4485
View
217
Download
0

Embed Size (px)

Citation preview

Page 1: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 1/19

Page 2: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 2/19

Page 3: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 3/19

Page 4: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 4/19

Page 5: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 5/19

Page 6: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 6/19

Page 7: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 7/19

Page 8: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 8/19

Page 9: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 9/19

Page 10: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 10/19

Page 11: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 11/19

Page 12: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 12/19

Page 13: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 13/19

Page 14: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 14/19

Page 15: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 15/19

Page 16: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 16/19

Page 17: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 17/19

Page 18: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 18/19

Page 19: Consumer%20Promotion[1]

8/7/2019 Consumer%20Promotion[1]

http://slidepdf.com/reader/full/consumer20promotion1 19/19

6-1 Chapter 6 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Perception

6-1 Chapter 6 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Perception

Documents

Acorn Infographic - Acorn - The smarter consumer ...Consumer 1 Aﬄuent Achievers Consumer 2 Rising prosperity Consumer 3 Comfortable Communities Consumer 4 Financially Stretched Consumer

Acorn Infographic - Acorn - The smarter consumer ...Consumer 1 Aﬄuent Achievers Consumer 2 Rising prosperity Consumer 3 Comfortable Communities Consumer 4 Financially Stretched Consumer

Documents

Consumer Behaviour 1

Consumer Behaviour 1

Documents

Consumer Markets and Consumer Buyer Behavior … 5 CONSUMER...16.10.2012 1 Consumer Markets and Consumer Buyer Behavior Definitions • Consumer Buying Behavior –Buying behavior

Consumer Markets and Consumer Buyer Behavior … 5 CONSUMER...16.10.2012 1 Consumer Markets and Consumer Buyer Behavior Definitions • Consumer Buying Behavior –Buying behavior

Documents

Documents

CONSUMER BEHAVIOR 1

CONSUMER BEHAVIOR 1

Documents

7-1 Chapter 7 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Learning

7-1 Chapter 7 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Learning

Documents

Consumer Markets(1)

Consumer Markets(1)

Documents

BeeStack Consumer Application - NXP Semiconductors · BeeStack Consumer Application User’s Guide, Rev. 1.6 Freescale Semiconductor 1-1 Chapter 1 Introduction The BeeStack Consumer

BeeStack Consumer Application - NXP Semiconductors · BeeStack Consumer Application User’s Guide, Rev. 1.6 Freescale Semiconductor 1-1 Chapter 1 Introduction The BeeStack Consumer

Documents

Consumer Behavior DA-1 - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf/Consumer... · 1 Consumer Behavior-1 Consumer Behavior Background Danny Abramovich Marketing

Consumer Behavior DA-1 - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf/Consumer... · 1 Consumer Behavior-1 Consumer Behavior Background Danny Abramovich Marketing

Documents

1 CONSUMER PARTICIPATION FRAMEWORK Consumer Participation Framework

1 CONSUMER PARTICIPATION FRAMEWORK Consumer Participation Framework

Documents

Chapter 3: Consumer BehaviorSlide 1 Consumer Behavior There are 3 steps involved in studying consumer behavior. 1) Consumer preferences: describe how and

Chapter 3: Consumer BehaviorSlide 1 Consumer Behavior There are 3 steps involved in studying consumer behavior. 1) Consumer preferences: describe how and

Documents

Consumer Theory - Stanford Universityjdlevin/Econ 202/Consumer...Consumer Theory Jonathan Levin and Paul Milgrom October 2004 1 The Consumer Problem Consumer theory is concerned with

Consumer Theory - Stanford Universityjdlevin/Econ 202/Consumer...Consumer Theory Jonathan Levin and Paul Milgrom October 2004 1 The Consumer Problem Consumer theory is concerned with

Documents

Consumer Theory (1)

Consumer Theory (1)

Documents

Consumer Research 1

Consumer Research 1

Documents

Chap 5 Consumer Markets & Consumer Behavior (1)

Chap 5 Consumer Markets & Consumer Behavior (1)

Documents

1 THE CONSUMER Part 1: Needs & Wants, Consumer Demand, Product Life Cycles

1 THE CONSUMER Part 1: Needs & Wants, Consumer Demand, Product Life Cycles

Documents

2-1 Chapter 2 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Research

2-1 Chapter 2 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Research

Documents

Consumer Behavior Chap. Summary 1,4,5,6,7,8,9,13s3.amazonaws.com/prealliance_oneclass_sample/L3EgwL27kG.pdf · Consumer Behavior Chap. Summary 1,4,5,6,7,8,9,13 Chapter 1 – Consumer

Consumer Behavior Chap. Summary 1,4,5,6,7,8,9,13s3.amazonaws.com/prealliance_oneclass_sample/L3EgwL27kG.pdf · Consumer Behavior Chap. Summary 1,4,5,6,7,8,9,13 Chapter 1 – Consumer

Documents

Economics consumer[1]

Economics consumer[1]

Documents

Consumer pulse #1

Consumer pulse #1

Documents

Consumer behavior 1

Consumer behavior 1

Marketing

AS AN INDIVIDUAL THE CONSUMER. Discussion on…. 1. Consumer Motivation 2. Personality & Consumer Behaviour 3. Consumer Perception 4. Consumer Learning

AS AN INDIVIDUAL THE CONSUMER. Discussion on…. 1. Consumer Motivation 2. Personality & Consumer Behaviour 3. Consumer Perception 4. Consumer Learning

Documents

Consumer Choice (1)

Consumer Choice (1)

Documents

Understanding consumer behaviour - ftms.edu.my - Consumer Behaviour/Week...Sam Walton, Founder, WalMart Stores Understanding consumer behaviour 1 . What is consumer behaviour?

Understanding consumer behaviour - ftms.edu.my - Consumer Behaviour/Week...Sam Walton, Founder, WalMart Stores Understanding consumer behaviour 1 . What is consumer behaviour?

Documents

1.Consumer Theory

1.Consumer Theory

Documents

GHANA CONSUMER SEGMENTATION STUDYcleancookstoves.org/resources_files/ghana-consumer-segmentation... · 1 GHANA CONSUMER SEGMENTATION STUDY EXECUTIVE SUMMARY April 2014 The Ghana Consumer

GHANA CONSUMER SEGMENTATION STUDYcleancookstoves.org/resources_files/ghana-consumer-segmentation... · 1 GHANA CONSUMER SEGMENTATION STUDY EXECUTIVE SUMMARY April 2014 The Ghana Consumer

Documents

1 Chapter 5 Consumer Markets and Consumer Buying Behavior

1 Chapter 5 Consumer Markets and Consumer Buying Behavior

Documents

Consumer Markets and Consumer Buyer Behavior (Part-1)

Consumer Markets and Consumer Buyer Behavior (Part-1)

Documents

Preparing for Consumer Choices Chapter 1 Consumer Powers and Protections

Preparing for Consumer Choices Chapter 1 Consumer Powers and Protections

Documents