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Related Flashcards
Related Topics
Cards In This Set
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Sales promotion
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Programs
designed to build interest in or encourage product purchase during a specified
period à focus on short term obj
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Trade promotion
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Focus
on members of the trade (distribution channel members such as retail
salespeople or wholesale distributors) with whom a firm must work to sell its
products
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Merchandising allowance
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Reimburse
retailer for in store support of the product
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Case allowance
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Discount
to the retailer/wholesaler based on volume ordered
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Co-op advertising
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Sales
promotion where the manufacturer and retailer share the cost
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Trade shows
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Events
at which many co set up elaborate exhibits to show their products, give away
samples, distribute product literature, troll for new business contacts
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Promotional products
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Freebies
to build awareness for organization or specific brands
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Point of purchase
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In
store displays and signs; keeps brand name in front of the consumer, reinforces
mass media advertising, stimulates impulse purchasing
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Push money
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A
bonus paid by manufacturer to a salesperson, customer, or distributor for
selling its product
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Rebates
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Allow
consumer to recover part of the purchase price via mail-ins to the manufacturer
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Frequency programs
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Offer
a consumer a discount for a free product for multiple purchases over time
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Premiums
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Items
you get for free when you buy a product (prize in bottom of cereal
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Product sampling
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Distributing
free trial size versions of a product to consumers
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PR
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Communication
function that seeks to build good relationships with an organization’s publics
(consumers, stockholders, legislators
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Publicity
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Unpaid
communication about an organization that appears in the mass media
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