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16 Cards in this Set
- Front
- Back
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Direct Influence on Behavior includes these 3 types of promotions:
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Sales, Trade, Consumer
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Types of CONSUMER PROMOTIONS includes these 7 things:
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1. samples
2. price deals 3. bonus packs 4. rebates/refunds 5. sweepstakes/contests 6. premiums 7. coupons |
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Samples
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Consumers are offered regular or trail sizes of the product either for free or at a nominal price.
Hershey Foods has handed out 750,000 candy bars on 170 college campuses. |
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Price deals
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Consumers are given discounts from the product's regular price.
Coke and Pepsi are frequently available at discounted prices. |
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Bonus packs
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Bonus packs consist of additional amounts of the product provided in the package or container.
Gillette Atra occasionally adds a few extra blades to its blade packs without increasing the price. |
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Rebates and refunds
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Consumers, either at purchase or by mail, are given cash refunds for purchasing products.
Consumers are often offered rebates on certain car makes or models. |
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Sweepstakes and contests
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Consumers are offered chances to win cash and/or prizes either through chance selection or games of skill.
Marriott Hotels teamed with Hertz Rent-A-Car in a scratch-card sweepstakes that offered over $90 million in prizes. |
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Premiums
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A premium is a reward or a gift that comes from purchasing a product.
Procter and Gamble offered a free package of diaperene baby washcloths with the purchase of any size Pampers. |
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Coupons
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Consumers are offered cents-off or added value incentives for purchasing specific products.
Lenscrafters offered newspaper coupons for $20 off the purchase of contact lenses from its stores. |
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Promotions affect what 4 ASPECTS OF BEHAVIOR?
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1. Purchase Probability
2. Purchase Quantity 3. Purchase Timing 4. Purchase Location |
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Purchase probability includes 5 things:
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1. Trial
2. Positioning 3. Social causes 4. Brand switching 5. Brand loyalty |
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6 Reasons for INFLUENCE STRATEGY FAILURES:
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1. Faulty objectives
2. Faulty strategy 3. Faulty implementation 4. Faulty measurement 5. Unanticipated competitive reactions or consumer changes 6. Combination |
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Total Product Concept includes these 3 things:
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1. Augmented product
2. Expected product 3. Generic product |
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Augmented product
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the value added to the offering above and beyond minimal expectations (outermost circle)
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Expected product
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the customer's minimal expectations for the product offering (middle circle)
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Generic product
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a dictionary definition of the offering -- it is the rudimentary substantive thing (innermost circle)
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