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Unformatted text preview: about the customer who uses it.47 While the coupons look standard, their bar codes can be loaded
with a startling amount of data, including identification of the customer, Internet address, F acebook
page information, and even the search terms the customer used to find the coupon in the first place.
F or instance, if a customer came into a store with a coupon for T -shirts, the information on the
coupon could reveal if the customer was searching for “underwear” or “muscle shirts.” connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/10 9/15/13 M cGr aw- Hill Connect - Ebook This s ales promotion deal for Payles s ShoeSourc e is a s hort-term pric e promotion that enc ourages
c ons umers to b uy a s ec ond pair of s hoes at one-half off. De als A d e al refers generally to a type of short-term price reduction that can take several forms,
such as a “featured price,” a price lower than the regular price; a “buy one, get one free” offer; or a
connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 3/10 9/15/13 M cGr aw- Hill Connect - Ebook certain percentage “more free” offer contained in larger packaging. Another form of a deal involves a
special financing arrangement, such as reduced percentage interest rates or extended repayment
terms. Deals encourage customers to try a product because they lower the risk for consumers by
reducing the cost of the good. Deals can also alter perceptions of value—a short-term price
reduction may signal a different price/quality relationship than would be ideal from the manufacturer's
perspective. Cus tomers c an ob tain ins tant c oupons at MyCoupons .c om
p. 555 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 4/10 9/15/13 M cGr aw- Hill Connect - Ebook This c ontes t on the ESPN W eb s ite requires entrants to c reate and upload a s hort video demons trating why
they s hould b e the one pic k ed to s end to the W orld Cup. Pr e miu ms A p r e miu m offers an item for free or at a bargain price to reward some type of behavior,
such as buying, sampling, or testing. T hese rewards build goodwill among consumers, who often
perceive high value in them. Premiums can be distribu...
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- Winter '08