Wells16_Basic - Sales Promotion, Events, and Sponsorships...

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Sales Promotion, Events, and Sponsorships Part 5: Integration and Evaluation Chapter 16
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16 - 2 Chapter Outline I. Chapter Key Points II. The Practice of Sales Promotion III. Consumer Promotions IV. Trade Promotions V. Promotions that Cross the Line VI. Promotion Strategy
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16 - 3 Key Points Explain the principles that drive the use of sales promotion List and explain the use of various consumer promotions Summarize the types and purposes of trade promotions Describe the use of other types of promotions Explain the strategic use of promotions in marketing
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16 - 4 The Practice of Sales Promotion A marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response
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16 - 5 Growth in Sales Promotion Pressure for short-term profits Need for accountability Easy to evaluate Move to Sales Promotion Consumer behavior Pricing Market share Parity products Power of the retailer
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16 - 6 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Temporary price reduction or sale price Cents-off Price-pack deals Bonus packs Banded packs
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells16_Basic - Sales Promotion, Events, and Sponsorships...

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