The Marketing Book 5th Edition

Table 18.1 Major forms of consumer promotions Promotion Key user sectors Notes Examples Discount pricing and sales FMCG firms, r ...

Piggy-back premiums Packaged goods Usually joint promotions. Can generate complementary sales and encourage product trial ‘Free ...

MARKETING PROCESS CUSTOMER BENEFIT Marketing Culture Marketing Objectives Marketing Information Marketing Strategy Marketing Act ...

ENVIRONMENTAL ANALYSIS Identify problems and opportunities INTERNAL ANALYSIS Resources, capabilities and corporate strategy MARK ...

466 The Marketing Book growing doubts about the cost effectiveness of advertising in the face of rising prices and increased adv ...

Sales promotion 467 line activity, to drop the word ‘advertising’ from its title as too limiting seemed to be symbolic. These om ...

468 The Marketing Book Table 18.2 Recent trends and expenditure in US sales promotions Promotion type 2000 expenditure ($ billio ...

Sales promotion 469 to react to consumer uptake and stock availability. 4 Micro-marketing approaches. In response to fragmenting ...

MARKETING MIX DECISIONS TOTAL AVAILABLE MARKET 100% Competitors' Share Marginal Consumers Core Consumers P R O D U C T P R I C E ...

PRODUCT SWITCHER NON USER RIVAL LOYAL BRAND SWITCHER OWN LOYAL HI LO HI LO WHOOPS! RETAIN AND ENCOURAGE EXISTING USERS CONVERT P ...

472 The Marketing Book premiums, promotions can engage and com- municate with different customer groups. Advertising’s approach ...

Sales promotion 473 Building relationships through promotions Because promotions go beyond the ‘magic bullet’ approach to commun ...

Promotional advertising POS Public relations Place Promotions Product Packaging Price Personal selling Special displays In-store ...

Sales promotion 475 take one example, there are now more than 200 promotional magazines published and dis- tributed by companies ...

476 The Marketing Book marketing mix, they will not revive the fortunes of an outdated brand, and overuse can be counter-product ...

Sales promotion 477 themselves in high-profile legal clashes with the Customs and Excise Service over VAT payments on sales prom ...

478 The Marketing Book drinks and newspapers to wake-up times can be anticipated. 5 Customer information systems. IBM’s Ultimedi ...

Sales promotion 479 Perhaps the most significant development for the future of sales promotion is the develop- ment of on-line p ...

480 The Marketing Book  They can overcome significant levels of brand loyalty to ‘poach’ consumers (McAllister and Totten, 1985 ...

Sales promotion 481 coupons, ‘one entry per proof-of-purchase’ competitions, ‘collectable’ premiums, or cumulative customer loya ...