MARK432 Lecture Notes - Lecture 11: Sales Promotion, Root Mean Square, Corporate Social Responsibility
13 Jul 2018
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Topic 11 - international women"s day and sales promotion. 2 types pull - market to consumers, who request the product from retailers push - efforts directed at retailers or other intermediaries, so they"ll promote or push the product to the customers. Cost of sales promotion vary widely most cost effective if leverage data analytics. Hippo chips when launching a new product in such a huge country as india, need to know where to place the product, where it will be successful etc. 70% of all purchase decisions are made in store. 58% will leave an aisle empty handed because they can"t nd what they"re looking for. Drawbacks/ risks not attracting new customers - and training loyal ones to wait physical premiums can be expensive to distribute contests/ sweepstakes attract junkies rebate offers can be a pain short-term hit takes spending from longer-term brand building.
