Analyzing sales promotion: text & cases: how to profit from the New Power of promotion marketing
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
Dartnell
1994
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XII, 226 S. Ill., graph. Darst. |
| ISBN: | 0850132290 |
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MARC
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| 245 | 1 | 0 | |a Analyzing sales promotion |b text & cases: how to profit from the New Power of promotion marketing |c John C. Totten ; Martin P. Block |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Chicago, Ill. |b Dartnell |c 1994 | |
| 300 | |a XII, 226 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 650 | 7 | |a Vendas E Vendedores |2 larpcal | |
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| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Sales promotion | |
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Record in the Search Index
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|---|---|
| adam_text | About the Authors xi
Acknowledgments xiii
1. INTRODUCTION TO SALES PROMOTION 1
Definition of Sales Promotion 1
Integrated Marketing Communication 2
Sales Promotion Audiences 3
Characteristics of Consumers 3
Characteristics of the Trade 3
Characteristics of the Sales Force 4
Segmenting Audiences 4
Types of Sales Promotion 6
Beliefs About Consumer Sales Promotion 7
Obtaining Product Trial 7
Encouraging Repeat Usage 7
Encouraging More Frequent Usage 7
Neutralizing Competition 7
Beliefs About Trade Promotion 8
Obtaining In Store Support 8
Manipulating Trade Inventories 8
Expanding Product Distribution 8
Price Promotion Techniques 8
Price Offs 8
Coupons 9
Bonus Packs 10
Continuity Plans 10
Refund Offers 10
Trade Promotions 10
Interest Promotion Techniques 11
Sampling 11
Contests and Sweepstakes 11
Free Premiums ] 1
Mail In Premiums 11
Legal Considerations 12
Sales Promotion Support 13
Pricing 13
Retailer Events 13
Point of Purchase Displays 13
Advertising Support 14
Database Programs 15
Sales Promotion in Action 16
Suggested Readings 21
2. SALES PROMOTION STRATEGY 23
Marketing Communication Strategy 23
Improving Promotion Effectiveness 24
Quantifying Promotion Effects 24
Tracking Results 24
Problems with Traditional Methods 24
Using Single Source Data 25
Weekly Scanner Sales 26
Weekly Store Audits 26
Purchase Dynamics 27
Fact Based Marketing Strategy 27
Dynamic Analysis 28
Base and Incremental Volume 29
Strategic Response 30
Sustain 30
Build Franchise 30
Build Trade Promotion 31
Major Overhaul 31
Distribution Channel Conflicts and Trade Relations 31
Manufacturers » 31
Retailers 32
Product Category Differences 32
y 3. ANALYSIS FUNDAMENTALS 33
/ Assessing the Impact of Sales Promotion 33
Improved Cost Accounting 33
Improved Data 34
Limitations 35
Sales Promotion Decisions 35
Setting Objectives 35
Price and Promotion 36
Evaluation and Research 39
Using Research Service Organizations 39
Measuring Product Sales 40
Store Shelf Audits 40
Warehouse Withdrawals 41
Mail Consumer Panels 41
Store Scanner Data 42
Store Scanner Panels 43
Single Source Data 44
History of Syndicated Data Suppliers 44
Individual Versus Aggregate Measurement 48
Time Period 48
Sales and Usage Measurement 48
Financial Analysis 49
Income Statements 49
Financial Forecasts 49
Forward Buying 50
Time Series Analysis 51
Linear Regression 51
Nonlinear Regression 52
Coding Variables 52
Experiments 52
Autoregression 53
Information Dense Graphics 53
Analysis Applications 54
Case 1: Salad Dressing 54
Case 2: Frozen Orange Juice 1 57
Suggested Readings 62
4. CONSUMER RESPONSE TO SALES PROMOTION 63
Store Shopping Loyalty 63
Store Characteristics 63
Importance of Promotion 64
Brand Shopping Loyalty 64
Brand Switching 66
Cherry Picking 67
Price Sensitivity 68
Promotion Responsiveness 69
Postpromotion Sales Declines 70
Purchase Timing 72
Effects of Package Size 74
Effects on Competitive Products 76
Long Term Effects 77
Separating Promotional Effects 78
Advertising Effects 81
Advertising Timing 81
Advertising Quality versus Quantity 82
Competitive Effects 83
Advertising Targeting 83
Case 3: Pancake Syrup 84
Suggested Readings 93
5. MANUFACTURER CONTROLLED STRATEGIES 95
Corporate Strategy 95
Brand Manager s Strategy 96
Brand Pricing 96
Allocation of Funds to Trade Promotion 96
Allocation of Funds to Consumer Promotion 96
Trade Promotion Programs 96
Gaining Distribution 97
Optimizing Product Size Mix 97
Targeting Specific Competitors 97
Exploiting Peak Seasonal Demand Periods 97
Sales Manager s Strategy 100
Regional Marketing 100
Key Accounts 100
Promotion to the Consumer 100
Promotion to the Trade 101
Distribution Channel Management 102
Brand Family Management 103
Competitive Activity 103
Manufacturer Decisions 103
Feature Promotion 103
Displays 104
Additional Allowances for the Retailer 104
Raised Shelf Price 104
Promotion Duration 105
Package Size 105
Introducing New Products 105
Projecting Sales from Test Markets 105
Obtaining Distribution 106
Getting Trial 106
Encouraging Repeat Purchasing 106
Case 4: Colas 1 107
Case 5: Hot Cereals I 118
Case 6: Regional Promotion 132
6. RETAILER STRATEGIES 141
Headquarter Strategy 141
Pricing Strategies 141
Store Format 142
Seasonal Promotional Surcharges 142
Allocation Rules for Category Promotions 142
Acceptance of Promotional Terms 143
Category Management Strategies 143
Store Manager s Strategy 143
Allocation of Discretionary Display Space 144
Store Specific Specials 144
Shelf Allocation and Delisting 144
Pricing, Margin, and Profits 145
Trade Promotion 145
Competitive Stores 146
Source of Store Business 146
Cherry Picking 146
Store Switching 146
Store Coupons and Double Couponing 147
Private Brands and Generic Brands 147
Continuity Promotions 148
Retailer Decisions 148
Use of Display 149
Change of Regular Price 149
Additional Price Reduction 149
Additional Promotions 149
Retailer Buying Decisions 150
Promotion Buying 150
Diverting 150
Forward Buying 150
Goodwill and Carryover 151
Manufacturer and Retailer Interactive Strategies 151
Case 7: Colas II 151
Case 8: Category Management 156
7. ANALYSIS TECHNIQUES FOR DISAGGREGATE DATA 161
( ~ Data Preparation 161
Time Series Analysis 162
Indexing 163
Price Representation 163
Deflating Series 164
Baselining 165
Algorithm 166
Assumptions and Problems 167
Regression 168
Choice of Space 168
Secondary Issues 169
Price Terms 170
Results from Log Model 171
Special Analyses 172
Representing Causal Factors 172
Multiperiod Effects 176
Forecasting Versus Statistical Analysis Models 177
Case 9: Frozen Orange Juice II 178
Case 10: Hot Cereal II 194
Suggested Readings 197
8. ANALYSIS TECHNIQUES FOR AGGREGATE DATA 199
Cross Tabulation 199
Statistical Tests 199
Demonstrating Relationships 199
Seasonality 200
Problems with Traditional Methods 201
Lag Structure Requirements 201
Sensitivity to Marketing Factors 202
Iterative Solution 202
Aggregate Data Sources 203
Aggregate Regression 205
Interpretation of Coefficients 205
Constructing Explanatory Series 206
Case 11: Mouthwash 1 207
Case 12: Mouthwash II 213
Case 13: Ready to Eat Cereal 215
Suggested Readings 222
9. PRINCIPLES OF PROMOTION ANALYSIS 223
/ Fundamental Principles 223
/ v Store Level Data Are Critically Important 223
Sales Volume Is the Key Measure 223
Trade Promotions Should Generate Incremental Profit 223
Package Size Is Important 224
The Demand Curve Is Kinked 224
Competitive Effects Are Minimal Except Among Switchers 224
Price Sensitivity and Promotion Responsiveness Are Different 224
Retail Trade Performance Is Essential 224
Reduction of Promotion Results in Loss of Volume 224
Analysis of Real Data Maximizes Profit 224
Role of Sales Promotion Analysis 225
Competitive Promotion 225
Head to Head Promotion with Competition 225
Display Wearout 225
Holiday Promotion Effects 225
Coupon Drops and Other Direct Promotion 225
Short Term TV Advertising 225
Temporal Response for Price Reduction 225
Future of Promotion and Trade Relations 225
Struggle for Channel Profits 226
Retailer Demands 226
New Era of Cooperation 226
Performance Guarantees 226
Fact Based Marketing Is the Key 226
|
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| physical | XII, 226 S. Ill., graph. Darst. |
| publishDate | 1994 |
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| spelling | Totten, John C. Verfasser aut Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing John C. Totten ; Martin P. Block 2. ed. Chicago, Ill. Dartnell 1994 XII, 226 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Mercadologia larpcal Vendas E Vendedores larpcal Verkoopbevordering gtt Advertising Sales promotion Sales-promotion (DE-588)4076968-9 gnd rswk-swf (DE-588)4048476-2 Ratgeber gnd-content Sales-promotion (DE-588)4076968-9 s DE-604 Block, Martin P. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006649937&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Totten, John C. Block, Martin P. Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing Mercadologia larpcal Vendas E Vendedores larpcal Verkoopbevordering gtt Advertising Sales promotion Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4076968-9 (DE-588)4048476-2 |
| title | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing |
| title_auth | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing |
| title_exact_search | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing |
| title_full | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing John C. Totten ; Martin P. Block |
| title_fullStr | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing John C. Totten ; Martin P. Block |
| title_full_unstemmed | Analyzing sales promotion text & cases: how to profit from the New Power of promotion marketing John C. Totten ; Martin P. Block |
| title_short | Analyzing sales promotion |
| title_sort | analyzing sales promotion text cases how to profit from the new power of promotion marketing |
| title_sub | text & cases: how to profit from the New Power of promotion marketing |
| topic | Mercadologia larpcal Vendas E Vendedores larpcal Verkoopbevordering gtt Advertising Sales promotion Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Mercadologia Vendas E Vendedores Verkoopbevordering Advertising Sales promotion Sales-promotion Ratgeber |
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