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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,11/7/2009,#,Typesof,Consumer,-Oriented,&,Trade,-Oriented,SalesPromotions,Part2,MKT3150,Adv&SalesPromotion,Week18,Part2,Sampling&Couponing,ChapterObjectives,Appreciatetheobjectivesofconsumer-orientedsales,promotions.,Recognizethatmanyformsofpromotionsperformdifferent,objectivesformarketers.,Knowtheroleofsampling,theformsofsampling,andthe,trendsinsamplingpractice.,Beawareoftheroleofcouponing,thetypesofcoupons,and,thedevelopmentsincouponingpractice.,Understandthecouponredemptionprocessand,misredemption.,Appreciatetheroleofpromotionagencies.,WhyUseConsumerPromotions?,Promotions,Accomplishgoalsthatadvertisingbyitselfcannot,Induceconsumerstobuynowratherthanlater,Encouragethebuyingofonebrandratherthana,competitor,Encourageconsumerstobuymore,andmore,frequently,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,164,BrandManagementObjectives,BrandManagement,Isoftendirectedatinfluencingconsumer,behaviourratherthaninitiatingtradeorsales-,forceaction,Objectivesare:,Generatingpurchasetrialandretrial(newcustomers),Encouragingrepeatpurchases(earlycustomerloyalty),Reinforcingbrandimages(on-goingcustomerloyalty),2010SouthofCengageLearning.Allrights-Western,apart,reserved.,165,ConsumerRewards,ConsumerRewards1/3,Utilitarian,(Functional),BenefitsofRewards,Obtainingmonetarysavings(e.g.,whenusing,coupons),Reducingsearchanddecisioncosts(e.g.,by,availingofapromotionaloffer,consumersdonot,havetothinkaboutotheralternatives),Obtainingimprovedproductqualitymade,possiblebyapricereductionthatallows,consumerstobuysuperiorbrandstheymightnot,otherwisepurchase.,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,167,ConsumerRewards2/3,Hedonic,(pleasure),BenefitsofRewards,Accomplishingasenseofbeingawiseshopper,whentakingadvantageofsalespromotions,Achievinganeedforstimulationandvarietywhen,tryingabrandthatmightnotpurchasedifitwere,notforanattractivepromotion,Obtainingentertainmentvaluewhen,forexample,theconsumercompetesinapromotionalcontest,orparticipatesinasweepstakes,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,168,ConsumerRewards3/3,OtherRewards,Consumerpromotionsperforman,informationalfunctionbyinfluencing,consumerbeliefsaboutabrand,Example:buyaMercedes-Benzmodel500SLandget,agenuineTomTomGPSsystemfree!,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,169,TimingofRewards,Animmediaterewarddeliversmonetarysavingsorsome,otherformofbenefitassoonastheconsumerperformsa,marketer-specifiedbehaviour,Delayedrewardsarethosethatfollowthedesiredbehaviour,byaperiodofdays,weeks,orevenlonger,?,Immediateordelayedreward,?,Productsamples,Onlinecoupons,immediate,delayed,On-packcoupons,Free-with-purchase,delayed,premiums,delayed,Contests,delayed,(usually),Shelf-deliveredcoupons,Bonuspacks,immediate,immediate,Table16.1,MajorConsumer-OrientedPromotions,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,1612,NotesonTable16.1,Theclassificationofpromotionaltoolsisnecessarily,simplified,Promotionsarecapableofaccomplishingmorethan,asingleobjective,Manufacturersuseconsumer-orientedsalesalsoto,leveragetradesupport,Couponsandpremiumsachievedifferentobjectives,dependingonthespecificformofdeliveryvehicle,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,1613,Sampling,Anymethodusedtodeliveran,actual-ortrial-sizedproducttoconsumers,Sampling,WhySamplingIsEffective,Itgivesconsumersanopportunitytoexperiencea,newbrandpersonally,Itallowsanactive,hands-oninteractionrather,thanapassiveencounter,asisthecasewiththe,receiptofpromotionaltechniquessuchas,coupons,Itisalmostanecessitywhenintroducingtrulynew,productsthatcanaffordthisformofpromotion,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,1615,SamplingMethodsandMedia1/2,DirectMail,Maileddirectlytohouseholdstargetedby,demographiccharacteristicsor,geodemographics,Newspapers,andMagazines,Samplesincludedinmagazinesand,newspapersrepresentcost-efficientformsof,samplingforreachingamassaudience,Door-to-Door,Distribution,Allowsconsiderabletargetingandhas,advantagesoflowercostandshortleadtimes,betweenasamplingrequestandwhenthe,samplesaredeliveredtotargetedhouseholds,On-orIn-pack,Sampling,Usesthepackageofanotherproducttoserve,asthesamplecarrier,2010SouthofCengageLearning.Allrights-Western,apart,reserved.,1616,SamplingMethodsandMedia2/2,High-Traffic,Locations,Shoppingcenters,movietheaters,airports,andspecialeventsoffervaluableforumsfor,sampledistribution,In-Store,Sampling,Providingsamplesingrocerystoresand,otherretailoutletsfortrialwhileconsumers,areshopping,Samplingat,Unique,Venues,Choosinguniquelocationsforsampling,productsappropriateforpeopleatacertain,stageoflife,referredtoaschange-point,sampling,Internet,Sampling,Distributingsamplesonlinethroughthe,servicesofcompaniesthatspecializein,onlinesampledelivery,http:/www.freeinuk.co.uk/,Howwouldyoupromotethis?,Figure16.1,SamplingCharmin,viaaFleetof,TractorTrailers,2010SouthofCengageLearning.Allrights-We
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