MKTG2238 Chapter 20: MKTG2238 CHAP 20 PART 1
Document Summary
Reasons why consumers promotions are used: accomplish goals that advertising by itself cannot. Induce consumers to buy now rather than later: encourage buying of one brand rather than competitor, encourage consumers to buy more and more frequently. Consumer rewards: utilitarian (functional) benefits of rewards. Obtaining improved product quality made possible by price reduction that allows consumers to buy superior brands they might not otherwise purchase: hedonic benefits of rewards. Accomplishing sense of being a wise shopper when taking advantage of sales promos. Achieving a need for stimulation & variety when trying a brand that might not be purchased if not for promo. Consumer promos perform an informational function by influencing consumer beliefs abt a brand: timing of rewards. Immediate reward: deliver monetary savings as soon as consumer performs a marketer-specified behavior. Delayed rewards: follow the desired behavior by a period of days, weeks or longer. Sampling: any method used to deliver are actual / trial-sized product to consumers, effective aspects.
