MKT 280 - Part 6 - Ch 19 - Promotions

MKT 280 - Part 6 - Ch 19 - Promotions -...

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Sales and Trade Promotions Part 6 – Chapter 19
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Types of Promotions 2 Major types of promotions Trade promotions Business to Business Sales promotions Business to Consumer What types of strategy (Push or Pull) for  Trade and Sales promotions?
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Trade Promotions Typical Objectives Increase Distribution of the Brand Have the brand featured in the store’s  advertising Expand amount of shelf display Typically involves price cuts to the trade
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Trade Promotions Typical problems for the manufacturer: Uneven purchases by retailer based on the  promotion frequency Higher inventory costs due to the purchasing  pattern Retailer pockets the discount but does not  pass it along to the consumer Minimal benefits for the consumer or the  manufacturer
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Types of Sales Promotions Consumer Oriented Sales Promos “Price off” deals Rebates Coupons Frequent Purchase Programs Sampling
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This note was uploaded on 10/13/2010 for the course MKT B280 taught by Professor Lawrence during the Fall '08 term at Loyola New Orleans.

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MKT 280 - Part 6 - Ch 19 - Promotions -...

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