| 
  • If you are citizen of an European Union member nation, you may not use this service unless you are at least 16 years old.

  • You already know Dokkio is an AI-powered assistant to organize & manage your digital files & messages. Very soon, Dokkio will support Outlook as well as One Drive. Check it out today!

View
 

scanning references used

Page history last edited by Bobo You 11 years, 3 months ago

 

http://www.google.com.tw/books?hl=zh-TW&lr=&id=hk5blApSmEgC&oi=fnd&pg=PA310&dq=product+and+sales+promotion&ots=w0qhVjasvb&sig=SmoAh79zPtZixsUwszFiTVQw5aA&redir_esc=y#v=onepage&q&f=true

 

Introduction

  • Sales promotion include price discounts, feature advertising, special displays, trade deals, reward programs, coupons, rebates, contests, and sweepstakes.

 

  • However, they tap into and induce important psychological processes in the consumer, as well as significant competitive response.

 

  • It can be defined as an 'action-oriented marketing event whose purpose is to have a direct impact on the behavior of the firm's customers' (Blattberg & Neslim, 1990) 

 

Theoretical Framework

  • Price discrimination means selling 'the same physical good at different prices, either to the same consumer or different consumers' (Tirole, 1988)

 

  • The strategy behind price discrimination is to increase profits by selling the product at a higher price to consumers who are willing to pay more, and a lower price to consumers who are willing to pay less. (Farris& Quelch, 1987) 

Comments (0)

You don't have permission to comment on this page.