MCS 3620 Chapter Notes - Chapter 8: Canadian Tire Money, Marketing Buzz, Costco

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Sales promotion: an activity that provides incentives to bring about immediate response from customers (distributors included) Customer must be motivated to take advantage of the offer. The distributor must be motivated to support the offer by providing merchandising support. Company"s sales force must be motivated to sell the promotion to its trade customers. Customer promotions: incentives offered to customers to stimulate purchases of encourage loyalty. Includes coupons, free samples, contents, rebates, prizes, reward programs etc. Planned to pull the product through the distribution channel. Org. creates demand for a product by directing its promo efforts directly at the customer. Many companies now include experiential marketing activities, often referred to as buzz marketing, in their promo strategies. Trade promotions: an incentive offered to channel members to encourage them to provide marketing & merchandising support for a particular product. Include options such as discounts, allowances, cooperative advertising funds, dealer premiums & incentives & point of purchase materials.