文档介绍：chapter 12 Promotion through the Marketing Channel
CHAPTER 12
Promotion through the Marketing Channel
CHAPTER 12
Promotion through the Marketing Channel
Learning Objectives
Understand the distinction between pull and push promotional strategies3>.
Realize that push promotional strategies are being used with increased frequency and account for more dollars than pull promotions.
Know about the major findings from research on push promotions.
Learning Objectives
Be familiar with the six basic types of push promotions that require channel member support.
Have knowledge of the four types of “kinder and gentler” push promotional strategies.
Have a feel for the pros and cons of the various promotional strategies in the context of gaining channel member support.
Promotional strategy may be defined as:
[A] controlled, integrated program munications methods and materials designed to present pany and its products to prospective customers; municate need-satisfying attributes of products toward the end of facilitating sales and thus contributing to long-run profit performance.
Major tools available to the manufacturer for implementing promotional strategy are (1) advertising, (2) personal selling, (3) reseller (channel member) support, (4) publicity, and (5) sales promotion.
Promotional strategy may be defined as:
The effectiveness of the manufacturer’s overall promotional strategy is dependent upon how skillful the manufacturer is in securing cooperation from independent channel members in the promotion of products.
Promotional Strategies and Channel Member Cooperation
Four major ings with many push promotions:
1. Frequent promotion deals erode consumer franchises for existing manufacturer brands, add to the expense of establishing new brands, and increase consumer price sensitivity.
2. Frequent discounts to channel members offered on products used in trade deals result in deal-to-deal purchasing by channel members and hence uneven factory shipments and i