Sales Promotions
What are the two types of sales promotions?
Consumer and Trade promotions
What is Push Strategy?
marketers promoting products to intermediaries
Management of communication with all organizational stakeholders
What is the goal of Consumer promotions?
to promote directly to the end consumers
What does pull strategy focus on?
Focus on stimulating product demand at the consumer level
Name at least two types of external stakeholders
Unions
Shareholders
Media
Government
Customers
Local/Financial Community
Special interest groups
What is the goal of Trade promotions
to promote products to intermediaries, such as wholesalers and retail outlets
What type of promotions support pull strategy?
Consumer promotions
What is damage control?
reacting to negative events caused by a company’s mistake, consumer grievances or unjustified or false claims made by the press or others seeking to injure a company
Name at least three types of Consumer promotions
Coupons
Premiums
Bonus Packs
Contests and Sweepstakes
Refunds and Rebates
Price-off Promotions
Sampling
What is an example of Push strategy?
Trade promotions
Name at least two forms of positive publicity
Sponsorships
Event marketing
Cause-related marketing
Green marketing
Name three types of Trade promotions
Trade shows
Trade allowances
Cooperative Advertising
Trade contests
Training Programs
Point-of-Purchase Materials