For example, marketers who are targeting loyal users of their product don’t want to change behavior. Quiz

PDF page 496: Instead, they want to reinforce existing behavior or increase product usage. Frequent-buyer programs that reward consumers for repeat purchases can be effective in strengthening brand loyalty. Other types of promotions are more effective with customers prone to brand switching or with those who are loyal to a competitor’s product. Cents-off coupons, free samples, or an eye-catching display in a store will often entice shoppers to try a different brand. The use of sales promotion for services products depends on the type of services. Consumer services, such as

PDF page 497: Loyal customers: People Reinforce behavior, who buy your product increase most or all of the time consumption, change purchase timing

PDF page 496: Instead, they want to reinforce existing behavior or increase product usage. Frequent-buyer programs that reward consumers for repeat purchases can be effective in strengthening brand loyalty. Other types of promotions are more effective with customers prone to brand switching or with those who are loyal to a competitor’s product. Cents-off coupons, free samples, or an eye-catching display in a store will often entice shoppers to try a different brand. The use of sales promotion for services products depends on the type of services. Consumer services, such as

PDF page 497: Break loyalty, Competitor’s customers: persuade to switch to People who buy a your brand competitor’s product most or all of the time

PDF page 497: Appeal with low Price buyers: People who prices or supply consistently buy the added value that least expensive brand makes price less important

PDF page 496: Instead, they want to reinforce existing behavior or increase product usage. Frequent-buyer programs that reward consumers for repeat purchases can be effective in strengthening brand loyalty. Other types of promotions are more effective with customers prone to brand switching or with those who are loyal to a competitor’s product. Cents-off coupons, free samples, or an eye-catching display in a store will often entice shoppers to try a different brand. The use of sales promotion for services products depends on the type of services. Consumer services, such as

PDF page 497: hairstyling, rely heavily on sales promotions (such as providing half off the price of a haircut for senior citizens on Mondays). Professional services, however, use very little sales promotion. Doctors, for example, do not often use coupons for performing an appendectomy, for example. In fact, service product companies must be

PDF page 497: Product placement is paid inclusion of brands in mass media programming. This includes movies, TV, books, music videos, and video games. So when you see Ford vehicles in the latest James Bond movie or Tom Hanks careful not to utilize too many sales-promotion tactics because they can lower the credibility of the firm. Attorneys do not have a sale on providing services for divorce proceedings, for example.

PDF page 497: Two growing areas of sales promotion are couponing and product placement. American consumers receive

PDF page 497: over $321 billion worth of coupons each year and redeem about $3 billion. Almost 85 percent of all

PDF page 497: over $321 billion worth of coupons each year and redeem about $3 billion. Almost 85 percent of all

PDF page 497: Americans redeem coupons. Sunday newspaper supplements remain the number one source, but there has been explosive growth of online or consumer-printed coupons. General Mills, Kimberly-Clark, and General Electric like online coupons because they have a higher redemption rate. Coupons are used most often for grocery shopping. Do they save you money? One study found that people using coupons at the grocery store

PDF page 497: Americans redeem coupons. Sunday newspaper supplements remain the number one source, but there has been explosive growth of online or consumer-printed coupons. General Mills, Kimberly-Clark, and General Electric like online coupons because they have a higher redemption rate. Coupons are used most often for grocery shopping. Do they save you money? One study found that people using coupons at the grocery store

PDF page 497: spent eight percent more than those who didn’t.

PDF page 497: Product placement is paid inclusion of brands in mass media programming. This includes movies, TV, books, music videos, and video games. So when you see Ford vehicles in the latest James Bond movie or Tom Hanks careful not to utilize too many sales-promotion tactics because they can lower the credibility of the firm. Attorneys do not have a sale on providing services for divorce proceedings, for example.