Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 18.4, Problem 18.4LO
Summary Introduction
To discuss: The weakness and strengths of trade-oriented and customer-oriented sales promotion.
Introduction:
Customer-oriented sales promotion is also known as customer promotion. It consists of sales promotion tools that help a company’s personal selling and advertising directed to a final customer.
Trade-oriented sales promotion is also known as trade promotion. It consists of sales promotion tools that help a company’s personal selling and advertising directed to final retailers, wholesalers, or distributors.
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Chapter 18 Solutions
Marketing
Ch. 18.1 - Prob. 18.1LOCh. 18.1 - Prob. 18.1LRCh. 18.1 - Prob. 18.2LRCh. 18.2 - Prob. 18.2LOCh. 18.2 - Prob. 18.3LRCh. 18.2 - Prob. 18.4LRCh. 18.3 - Prob. 18.3LOCh. 18.3 - Prob. 1MRDCh. 18.3 - Prob. 18.5LRCh. 18.3 - Prob. 18.6LR
Ch. 18.3 - Prob. 18.7LRCh. 18.3 - Prob. 18.8LRCh. 18.3 - Prob. 18.9LRCh. 18.4 - Prob. 18.4LOCh. 18.4 - Prob. 18.10LRCh. 18.4 - Prob. 18.11LRCh. 18.4 - Prob. 18.12LRCh. 18.5 - Prob. 18.5LOCh. 18.5 - Prob. 18.13LRCh. 18.5 - Prob. 18.14LRCh. 18 - Prob. 1AMKCh. 18 - Prob. 2AMKCh. 18 - Prob. 3AMKCh. 18 - Prob. 4AMKCh. 18 - Prob. 5AMKCh. 18 - Prob. 6AMKCh. 18 - Prob. 7AMKCh. 18 - Prob. 8AMKCh. 18 - Prob. 9AMKCh. 18 - Prob. 10AMKCh. 18 - Prob. 11AMKCh. 18 - Prob. 1BYMPCh. 18 - Prob. 2BYMPCh. 18 - Prob. 3BYMPCh. 18 - Prob. 1VCCh. 18 - Prob. 2VCCh. 18 - Prob. 3VCCh. 18 - Prob. 4VC
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- Write about the objectives of sales promotion .arrow_forwardDiscuss how can a firm design a sales promotion that not only drives short-term sales but also builds long-term customer loyalty?arrow_forwardChoose a consumer product with which you are familiar. Determine whether this product is new to the marketplace or an established product, and then decide upon a set of sales promotion objectives for this product. Finally, explain the sales promotion plan you create using three of the specific tools?arrow_forward
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