tailieunhanh - Tài liệu truyền thông - Chap16 - Lấy mẫu và Coupon

1. Đánh giá cao các mục tiêu bán hàng theo định hướng người tiêu dùng chương trình khuyến mãi. 2. Nhận ra rằng nhiều hình thức khuyến mại thực hiện khác nhau mục tiêu cho tiếp thị. 3. Biết vai trò của các mẫu, các hình thức lấy mẫu, và xu hướng lấy mẫu thực hành. | Sampling and Couponing CHAPTER 16 Appreciate the objectives of consumer-oriented sales promotions. Recognize that many forms of promotions perform different objectives for marketers. Know the role of sampling, the forms of sampling, and the trends in sampling practice. Be aware of the role of couponing, the types of coupons, and the developments in couponing practice. Understand the coupon redemption process and misredemption. Appreciate the role of promotion agencies. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 16– 16– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Why Use Consumer Promotions? Promotions Accomplish goals that advertising by itself cannot Induce consumers to buy now rather than later Encourage the buying of one brand rather than a competitor Encourage consumers to buy more and more frequently 16– © 2010 South-Western, a part of Cengage . | Sampling and Couponing CHAPTER 16 Appreciate the objectives of consumer-oriented sales promotions. Recognize that many forms of promotions perform different objectives for marketers. Know the role of sampling, the forms of sampling, and the trends in sampling practice. Be aware of the role of couponing, the types of coupons, and the developments in couponing practice. Understand the coupon redemption process and misredemption. Appreciate the role of promotion agencies. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 16– 16– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Why Use Consumer Promotions? Promotions Accomplish goals that advertising by itself cannot Induce consumers to buy now rather than later Encourage the buying of one brand rather than a competitor Encourage consumers to buy more and more frequently 16– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Brand Management Objectives Brand Management Is directed at influencing consumer behavior rather than initiating trade or sales-force action Objectives are: Generating purchase trial and retrial Encouraging repeat purchases Reinforcing brand images 16– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Consumer Rewards Utilitarian (Functional) Benefits of Rewards Obtaining monetary savings (., when using coupons) Reducing search and decision costs (., by availing of a promotional offer, consumers do not have to think about other alternatives) Obtaining improved product quality made possible by a price reduction that allows consumers to buy superior brands they might not otherwise purchase. 16– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Consumer Rewards (cont’d) Hedonic Benefits of Rewards Accomplishing a sense of being a wise shopper when taking advantage of sales promotions Achieving a need for