Chapter 16 Before Class

Chapter 16 Before Class - Slides 2-6 introduce topics that...

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MKTG Lamb, Hair, McDaniel 2007-2008 Sales Promotion and Personal Selling 1 CHAPTER Slides 2-6 introduce topics that we will cover more extensively in class. Please become familiar with these concepts prior to class.
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Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. Sales Promotion
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Sales Promotion Consumer Sales Promotion Trade Sales Promotion Consumer market Marketing channel Drive immediate purchase Influence behavior Goal
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Tools for Consumer Sales Promotion 2 Loyalty Marketing Program A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. Frequent Buyer Program A loyalty program in which loyal consumers are rewarded for making multiple purchases.
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Point-of-Purchase Promotion Build traffic Advertise the product Induce impulse buying 2
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Online Sales Promotion Free merchandise Sweepstakes Free shipping with purchases Coupons 2 Effective Types of Online Sales Promotion
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This note was uploaded on 06/24/2008 for the course MKT 300 taught by Professor Eaton during the Spring '08 term at ASU.

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Chapter 16 Before Class - Slides 2-6 introduce topics that...

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