Chap 7 Flashcards
Plays a key strategic roles in the channel distribution
Sales Promotion
Induces household consumers to purchase a firm’s brand
Consumer Markets
Motivates distributors wholesalers and retailers to stock and feature brand
Trade Market
Cultivate buyers in large corporations who make purchase decisions
Business Buyer
A type of market sales promotions that is time redeption cannot be controlled, stimulates repeat purchases and induces brand switching
Coupons
Entitles a buyer to a price reduction for a product service
Coupons
T/F: Price off deals increases consumers belief in the value of a known brand
True
_________ are mostly widely used form of consumer sales promotion
Coupons
_________ attract attention to a brand and offer the consumer something free
Premiums
What is disadvantage of contests and sweepstakes?
Consumers may focus on the game rather than the brand
Many consumers fail to bother sending request for this type of sales promotion
Rebates
________ ________ Offer customers discounts or free products for repeat patronage and common in airline, travel and restaurant business
Frequency Programs - Continuity programs
Plan to buy something more expensive but you end yo buying the one with discount “Eating into your own sales to compete”
Cannibalization
Risks of sales promotion
- Create price orientation
- Borrow from future sales
- Time and expense
- Cannibaization
Business Market Sales Promotion Techniques
- Trade Shows
- Business gifts
- Premium and advertising specialties
- Trial offers
- frequency programs
