ADM 3326 Chapter Notes - Chapter 14: Customer Switching, Sales Promotion, Brand Equity

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Factors that led to the shift in marketing dollars to sales promotion. Reaching a specific target audience finding right fit for target audience and consumers/market (target audience is the audience for the target market) Objective to induce brand purchase, and the long-te(cid:396)(cid:373) (cid:272)u(cid:373)ulati(cid:448)e effe(cid:272)t o(cid:374) the (cid:271)(cid:396)a(cid:374)d(cid:859)s i(cid:373)age a(cid:374)d positio(cid:374) is below: Sales promotion strategy options: franchise-building characteristic sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity are consumer franchise-building (cfb) promotions. Trade promotions: incentive characteristic sales promotions provide consumers with an extra incentive or reward to influence their behaviour, such as purchasing the brand. Some incentives are immediate, while others are delayed. Operant conditioning if consumer experiences positive experience after purchase, it is likely to re-purchase and vice versa for negative. Schedules of reinforcement a schedule of reinforcement is a tactic used in operant conditioning that influences how an operant response is learned and maintained.