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24 Cards in this Set

  • Front
  • Back
what is an offer?
The proposition made by the marketer to a prospective customer. It should grab the recipient's attention and tempt many of them to act
What is the core product?
The benefit
What is included in the actual product?
The design, packaging, and brand name
What is included in the augmented product?
Guarantees, service, communication, loyalty schemes, incentives
What is the purpose of an offer?
It should motivate or tempt people to commit

Prompt fence sitters to act before it is too late and the offer expires
What are the 5 levels of Maslow's Period of Needs?
Physiological
Safety
Belonging
Ego
Self-Actualization
How should the offer influence sales promotions?
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
What are the 8 categories of offer?
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
What sort of offers appeal to the yearning to win praise?
self improvement (diet, exercise)
Improve skills (gardening, cooking) earn awards or rewards
what sort of offers appeal to the wish to save money?
Sales, close outs, discounts, factordy direct, introductory offers, special member offers.
Longer wearing, lower replacement costs, do it yourself, reduce overhead, reduce consumption
What offers appeal to making money?
Improve job skills, increase pay
learn new skills, get a better job
make more outside spare income
What offers appeal to the eagerness to help family and others?
Health Appeals
Education
Recreation
Helping those less forutnate
What offers appeal to the aspiration to save time and effort?
Reduce Physical drudgery
Get instant results, overnight benefits
Carefree maintenace
what offers appeal to the ability to impress others?
obtain special status through possesions
Indirect status (special group, membership, awards, etc.)
Gain knowledge or education (travel, speech, art, books, music)
What offers appeal to the desire to have fun?
Travelling

Family Outing, picnics, etc.

Nightclubs, race track, movies, bowling, dancing
What offers appeal to the need for self improvment?
Physical (weight, muscle, hair, clothes, make up, sex appeal)

Mental (self help)

Financial (how to pick stocks, investing secrets)

Developmental (dummies guide books)
What are the different strategies of offers made on price?
Penetration price
Skimming price
Slidding curve
What is a penetration price?
A price set low to encourage volume
What is a skimming price?
a price set high to earn higher margin
What is a sliding curve?
Start with a higher initial price and then either reduce or increase the price during succeeding offers
What are the diffirent types of offers based on length of commitment?
One time offer -- a free trial

A continous offer -- Fixed term, automatic or negative option
What is an example of a fixed term offer?
New magazine subscription
How do DM'ers enhance the value of the offer?
Incentives --- such as free gifts, premiums, free info, samples, etc.

Early Bird specials

Packaged Deals -- multiple products grouped together
The book lists 13 guidelines to planning an offer, try and remember half of these:
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