Sales promotions are strategic marketing tactics designed to boost consumer demand and product visibility. They encompass consumer, trade, and business promotions, each targeting specific audiences with methods like discounts, contests, and loyalty programs. These promotions are essential in competitive markets for differentiating products and fostering brand loyalty. The text also discusses the importance of ethical practices and the balance between short-term gains and long-term customer relationships.
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Sales promotions are marketing strategies that are limited by time and aim to stimulate consumer demand and increase product visibility
Sales promotions differ from advertising as they focus on immediate consumer action through direct incentives
Price reductions, buy-one-get-one-free offers, contests, and loyalty programs are common forms of sales promotions
Consumer promotions target final buyers and include tactics such as coupons, samples, and cashback offers
Trade promotions aim to incentivize wholesalers, distributors, and retailers to carry and prioritize a company's products
Business promotions target other companies, particularly in B2B markets, and may involve volume discounts or trade show marketing
Sales promotions can serve as a key differentiator in saturated markets by providing immediate value to consumers
Marketers must balance the short-term gains from promotions with the long-term goal of building enduring customer relationships
The effectiveness of sales promotions should be measured by their impact on customer loyalty and brand equity, not just short-term sales increases
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Sales promotions are designed to ______ consumer interest and improve product ______ for a limited time.
stimulate
visibility
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Consumer promotions tactics
Include coupons, samples, cashback offers; aimed at final buyers.
02
Trade promotions aim
Incentivize wholesalers, distributors, retailers; methods like discounts, display allowances.
