MKTG 317 Lecture Notes - Lecture 8: Happy Meal, Dropbox (Service), Amway

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

Short term incentive to encourage purchase of a product or service: must be planned in advance, must not become too predictable. If discounts are constantly given, it"s not really seen as a sale. Targeted towards: consumers = consumer promotions, businesses = trade promotions. Can use it to remove excess inventory, increase sales. Make customers take advantage of that period of time: advantages: Easy to track the effectiveness of them. Good for trial of products and people who aren"t loyal to any brands: disadvantages: Gives impression that your good is of lesser quality. Devalues brand if you offer $ off. Proof of purchase required: doesn"t hurt the brand name, e. g. Mcdonald"s monopoly; tim horton"s roll up the rim to. Sweepstakes: submit a name, contact information, random winner drawn. More common in the us: good for creating brand awareness, building database (for list of customers) Rebates: reimbursement after full price purchase.