By definition, sales promotion (or simply promotion) refers to any incentive manufacturers, retailers, and even not-for-profit organizations use that serve to change
a brand’s perceived price or value temporarily. Manufacturers use promotions to
induce the trade (wholesalers and retailers) or consumers to buy a brand and to
encourage the manufacturer’s sales force to sell it aggressively. Retailers use promotional incentives to encourage desired behaviors from their consumers—shop
at this store rather than a competitor’s, buy this brand rather than another,
purchase larger quantities, etc. And not-for-profit organizations employ promotions to encourage desired behaviors such as getting people to increase their
donations to worthy causes and to donate now rather than later.
By definition, sales promotion (or simply promotion) refers to any incentive manufacturers, retailers, and even not-for-profit organizations use that serve to changea brand’s perceived price or value temporarily. Manufacturers use promotions toinduce the trade (wholesalers and retailers) or consumers to buy a brand and toencourage the manufacturer’s sales force to sell it aggressively. Retailers use promotional incentives to encourage desired behaviors from their consumers—shopat this store rather than a competitor’s, buy this brand rather than another,purchase larger quantities, etc. And not-for-profit organizations employ promotions to encourage desired behaviors such as getting people to increase theirdonations to worthy causes and to donate now rather than later.
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