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24 Cards in this Set
- Front
- Back
what is an offer?
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The proposition made by the marketer to a prospective customer. It should grab the recipient's attention and tempt many of them to act
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What is the core product?
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The benefit
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What is included in the actual product?
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The design, packaging, and brand name
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What is included in the augmented product?
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Guarantees, service, communication, loyalty schemes, incentives
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What is the purpose of an offer?
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It should motivate or tempt people to commit
Prompt fence sitters to act before it is too late and the offer expires |
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What are the 5 levels of Maslow's Period of Needs?
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Physiological
Safety Belonging Ego Self-Actualization |
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How should the offer influence sales promotions?
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It should attract new customers and induce trial
It should reward loyal customers, by increasing customer contact with company It should increase sales among existing customers |
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What are the 8 categories of offer?
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1.aspiration to make money
2.wish to save money 3.yearning to win praise 4.eagerness to help family and others 5.aspiration to save time and effort 6.ability to impress others 7.desire to have fun 8.need for self improvement |
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What sort of offers appeal to the yearning to win praise?
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self improvement (diet, exercise)
Improve skills (gardening, cooking) earn awards or rewards |
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what sort of offers appeal to the wish to save money?
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Sales, close outs, discounts, factordy direct, introductory offers, special member offers.
Longer wearing, lower replacement costs, do it yourself, reduce overhead, reduce consumption |
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What offers appeal to making money?
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Improve job skills, increase pay
learn new skills, get a better job make more outside spare income |
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What offers appeal to the eagerness to help family and others?
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Health Appeals
Education Recreation Helping those less forutnate |
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What offers appeal to the aspiration to save time and effort?
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Reduce Physical drudgery
Get instant results, overnight benefits Carefree maintenace |
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what offers appeal to the ability to impress others?
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obtain special status through possesions
Indirect status (special group, membership, awards, etc.) Gain knowledge or education (travel, speech, art, books, music) |
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What offers appeal to the desire to have fun?
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Travelling
Family Outing, picnics, etc. Nightclubs, race track, movies, bowling, dancing |
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What offers appeal to the need for self improvment?
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Physical (weight, muscle, hair, clothes, make up, sex appeal)
Mental (self help) Financial (how to pick stocks, investing secrets) Developmental (dummies guide books) |
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What are the different strategies of offers made on price?
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Penetration price
Skimming price Slidding curve |
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What is a penetration price?
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A price set low to encourage volume
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What is a skimming price?
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a price set high to earn higher margin
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What is a sliding curve?
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Start with a higher initial price and then either reduce or increase the price during succeeding offers
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What are the diffirent types of offers based on length of commitment?
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One time offer -- a free trial
A continous offer -- Fixed term, automatic or negative option |
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What is an example of a fixed term offer?
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New magazine subscription
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How do DM'ers enhance the value of the offer?
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Incentives --- such as free gifts, premiums, free info, samples, etc.
Early Bird specials Packaged Deals -- multiple products grouped together |
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The book lists 13 guidelines to planning an offer, try and remember half of these:
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1.Must have added value for the recipient
2.SHould be exclusive and hard to get anywhere else 3.Should have some connection to your product/service's main benefit 4.Test various offers to see which works the best 5.If the offer is "free" then say so loudly 6.Don't make an offer with too long or too short a deadline 7.Show the premium or product being offered 8.Get the audience involved (sweeptstakes, stickers, scratch and win, roll up the rim) 9.Early bird specials and limited time offers 10.credit card privelages or bill me later 11.A yes/no offer 12.Negative option offers 13.Installment payment terms |