MKT 301 Lecture Notes - Lecture 26: Sales Promotion

• School: University of Miami
• Department: Marketing
• Course: MKT 301
• Professor: Recarey Ben

Document Summary

Strategies at the end of curve: to harvest: (milk the product). You are going to take away marketing support (ads, sales promotion) to reduce cost. The loyal customers will be the ones who will still buy it, still making some money out of them: to retrench: to go backwards in your distribution. You are already in every possible stage and marketing channel. You have a lot of inventory out there. Now you go backwards to selective and exclusive distribution and save some money on distribution. Saves money in inventory too: to divest: when everything else fails, divest. Sell the product to someone else; maybe they can make some money out of it. Maybe the company can make it part of their product line at a lower cost.