Other companies time their bonus packs to economic cycles. Some companies offer bonus packs twice a year as a way to reward customers with special offers. deliver more product without more cost, such as 20 percent more nuts in a canned nut mix, or 33 percent more liquid soap for the same price. refunds part of the purchase price to the consumer after the consumer fills out and returns a form along with a sales receipt to the company.īonus packs A tool in the promotional mix that packages an extra amount of the product for the same price may be timed to economic cycles.
Unlike a coupon, which gives the discount immediately upon purchase, a rebate A tool in the promotional mix that refunds part of the purchase price after the consumer fills out and returns a form along with a sales receipt. In addition to coupons companies place in newspapers, send by mail (or by mobile phone), or offer on a Web site, a marketer may offer a temporary price reduction at the store or offer a rebate. Similarly, pizza delivery companies located near colleges typically have special deals at the start of the semester to entice new customers. These offer cents off the price and have an expiration date of a few months out, encouraging immediate purchase. for packaged-goods products like deodorant. Price or value discount promotion tools include coupons A tool in the promotional mix that offers consumers cents off the price and has an expiration date of a few months out, encouraging immediate purchase. We call these tools the promotional mix Set of tools that advertisers use to communicate the important elements of the promotional value proposition. When we drill down to the crucial P of Promotion (the reason you’re reading this book), you won’t be surprised to learn of an equivalent set of tools that advertisers use (either singly or, more often, in concert) to communicate the important elements of that value proposition. We’ve already learned about the Four Ps that go into the marketing mix these are the tools marketers use to create a value proposition for their idea, product, or service in the marketplace. Explain the benefits of using customer relationship management (CRM) in the marketplace.Explain the concept of database marketing and how it can benefit advertisers.Discuss the value of direct marketing in the promotional mix.Discuss how personal selling can be used effectively in the promotional mix.Characterize the tools used to implement PR objectives.Describe the purpose of public relations.Characterize the various forms of sales promotion.List and describe each of the elements of the promotional mix.After studying this section, students should be able to do the following:
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