Week18消费者导向的销售1

TypesofConsumer-Oriented&Trade-OrientedSalesPromotionsPart2MKT3150Adv&SalesPromotionWeek18Part2Sampling&CouponingChapterObjectives•Appreciatetheobjectivesofconsumer-orientedsalespromotions.•Recognizethatmanyformsofpromotionsperformdifferentobjectivesformarketers.•Knowtheroleofsampling,theformsofsampling,andthetrendsinsamplingpractice.•Beawareoftheroleofcouponing,thetypesofcoupons,andthedevelopmentsincouponingpractice.•Understandthecouponredemptionprocessandmisredemption.•Appreciatetheroleofpromotionagencies.©2010South-Western,apartofCengageLearning.Allrightsreserved.16–4WhyUseConsumerPromotions?•Promotions–Accomplishgoalsthatadvertisingbyitselfcannot–Induceconsumerstobuynowratherthanlater–Encouragethebuyingofonebrandratherthanacompetitor–Encourageconsumerstobuymore,andmorefrequently©2010South-Western,apartofCengageLearning.Allrightsreserved.16–5BrandManagementObjectives•BrandManagement–Isoftendirectedatinfluencingconsumerbehaviourratherthaninitiatingtradeorsales-forceaction–Objectivesare:•Generatingpurchasetrialandretrial(newcustomers)•Encouragingrepeatpurchases(earlycustomerloyalty)•Reinforcingbrandimages(on-goingcustomerloyalty)ConsumerRewards©2010South-Western,apartofCengageLearning.Allrightsreserved.16–7ConsumerRewards1/3•Utilitarian(Functional)BenefitsofRewards–Obtainingmonetarysavings(e.g.,whenusingcoupons)–Reducingsearchanddecisioncosts(e.g.,byavailingofapromotionaloffer,consumersdonothavetothinkaboutotheralternatives)–Obtainingimprovedproductqualitymadepossiblebyapricereductionthatallowsconsumerstobuysuperiorbrandstheymightnototherwisepurchase.©2010South-Western,apartofCengageLearning.Allrightsreserved.16–8ConsumerRewards2/3•Hedonic(pleasure)BenefitsofRewards–Accomplishingasenseofbeingawiseshopperwhentakingadvantageofsalespromotions–Achievinganeedforstimulationandvarietywhentryingabrandthatmightnotpurchasedifitwerenotforanattractivepromotion–Obtainingentertainmentvaluewhen,forexample,theconsumercompetesinapromotionalcontestorparticipatesinasweepstakes©2010South-Western,apartofCengageLearning.Allrightsreserved.16–9ConsumerRewards3/3•OtherRewards–ConsumerpromotionsperformaninformationalfunctionbyinfluencingconsumerbeliefsaboutabrandExample:buyaMercedes-Benzmodel‘500SL’andgetagenuineTomTomGPSsystemfree!TimingofRewardsAnimmediaterewarddeliversmonetarysavingsorsomeotherformofbenefitassoonastheconsumerperformsamarketer-specifiedbehaviourDelayedrewardsarethosethatfollowthedesiredbehaviourbyaperiodofdays,weeks,orevenlonger?Immediateordelayedreward?•Productsamplesimmediate•On-packcouponsdelayed•Contestsdelayed(usually)•Bonuspacksimmediate•Onlinecouponsdelayed•Free-with-purchasepremiumsdelayed•Shelf-deliveredcouponsimmediate©2010South-Western,apartofCengageLearning.Allrightsreserved.16–12MajorConsumer-OrientedPromotionsTable16.1©2010South-Western,apartofCengageLearning.Allrightsreserved.16–13NotesonTable16.1•Theclassificationofpromotionaltoolsisnecessarilysimplified•Promotionsarecapableofaccomplishingmorethanasingleobjective•Manufacturersuseconsumer-orientedsalesalsotoleveragetradesupport•CouponsandpremiumsachievedifferentobjectivesdependingonthespecificformofdeliveryvehicleSamplingAnymethodusedtodeliveranactual-ortrial-sizedproducttoconsumers©2010South-Western,apartofCengageLearning.Allrightsreserved.16–15Sampling•WhySamplingIsEffective–Itgivesconsumersanopportunitytoexperienceanewbrandpersonally–Itallowsanactive,hands-oninteractionratherthanapassiveencounter,asisthecasewiththereceiptofpromotionaltechniquessuchascoupons–Itisalmostanecessitywhenintroducingtrulynewproductsthatcanaffordthisformofpromotion©2010South-Western,apartofCengageLearning.Allrightsreserved.16–16SamplingMethodsandMedia1/2DirectMail•MaileddirectlytohouseholdstargetedbydemographiccharacteristicsorgeodemographicsNewspapersandMagazines•Samplesincludedinmagazinesandnewspapersrepresentcost-efficientformsofsamplingforreachingamassaudienceDoor-to-DoorDistribution•AllowsconsiderabletargetingandhasadvantagesoflowercostandshortleadtimesbetweenasamplingrequestandwhenthesamplesaredeliveredtotargetedhouseholdsOn-orIn-packSampling•Usesthepackageofanotherproducttoserveasthesamplecarrier•Shoppingcenters,movietheaters,airports,andspecialeventsoffervaluableforumsforsampledistributionIn-StoreSampling•ProvidingsamplesingrocerystoresandotherretailoutletsfortrialwhileconsumersareshoppingSamplingatUniqueVenues•Choosinguniquelocationsforsamplingproductsappropriateforpeopleatacertainstageoflife,referredtoaschange-pointsamplingInternetSampling•DistributingsamplesonlinethroughtheservicesofcompaniesthatspecializeinonlinesampledeliveryHowwouldyoupromotethis?©2010South-Western,apartofCengageLearning.Allrightsreserved.16–19SamplingCharminviaaFleetofTractorTrailersFigure16.1©2010South-Western,apartofCengageLearning.Allrightsreserved.16–20MajorSamplingPracticesTargetingratherthanmassdistributingsamplesUsinginnovativedistributionmethodswhereappropriateUndertakingeffortstomeasuresampling’sreturnoninve