PAPER 8 - Ashley Sellers 11/7/10 Paper #8 MKTG 3740 This...

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Ashley Sellers 11/7/10 Paper #8 MKTG 3740 This paper will describe some of the reasoning’s this happening along with how companies use it to increase brand equity and awareness and why some critiques argue that is doing just the opposite. There are three important aspects of sales promotion: An extra incentive to buy, such as coupons, rebates, and premiums provide extra reason to buy Acceleration tools to speed up sales and shorten the purchase cycle Targeting different consumers or businesses Sales promotion is defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, and the ultimate consumer and can stimulate immediate sales. There are two categories of sales promotion, which are, consumer-oriented sales promotion and trade-oriented sales promotion. Reasons for the growth in sales promotion and why include the following: Power of retailers growing: manufacturers used to have most of the power, now retailers through technology, consolidation, and private labeling have more. Brand loyalty declining: Consumers are basing more purchases on price and
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PAPER 8 - Ashley Sellers 11/7/10 Paper #8 MKTG 3740 This...

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