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DB Forum 5 - Wilson, Lisa

Push pull marketing product advertising customer

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Push-Pull Marketing, Product Advertising, Customer-oriented Sales Promotions The pros of a coupon are: they are extremely sought after by consumers, they can be placed on a website and eliminate the need to print, consumers purchase newspapers purposely for the coupons included. The cons of a coupon are: coupons can be more expensive to print than the face value of the coupon (Kerin et al., 2011, p.371), and consumers may be required to purchase multiple products in order to use the coupon; this may deter consumers from using it. The pros of a rebate are: rebates are typically more enticing to consumers because of the higher face value than that of a typical coupon. The cons of a rebate are: consumers may not use the rebate because they do not want to fool with mailing in the form and proof of purchase. That being said, it may be considered a pro; the company will not have to fulfill the rebate if the form is not received. The coupon appeals to me more than a rebate. I, personally, do not like to fill out rebate forms, mail them in, or wait 4 to 6 weeks to receive the rebate. Coupons can be doubled or tripled, as well as, being much more convenient to use. References Kerin, R.A., Hartley, S.W., & Rudelius, W. (2011). Marketing: The core (4 th ed.). New York, NY: McGraw-Hill/Irwin. The Buffalo Guys. (2013). Retrieved May 3, 2013, from http://thebuffaloguys.com/request- buffalo-guys-products-be-sold-your-grocery-store The Kroger Company. (2013). Retrieved April 30, 2013, from Chester, Virginia retail store.
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