Sales Promotion Planning @ TML

Authors intention was to examine the possibility to investigate win-win-win papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical cooperative sales promotion campaigns. Based on previous theoretical extensions (Spais and Papakonstantinidis, 2011; Spais, Papakonstantinidis and Papakonstantinidis, 2009), this study presented an integrated bargaining solution analysis for cases of optimal allocation of a promotion budget in a cooperative sales promotion campaign in vertical marketing channels. This integrated bargaining solution analysis included: a) three (3) adjusted utility functions, considering the parameters of sales response budgeting method, the break-even sales analysis and the marketing channel members trade promotion goals; b) the referee solution, the optimal solution for the three players and the constraints; c) the definition of the third win in terms of a continuous sensitization process and perfect information; and d) the presentation of the potential outputs from a bargaining process regarding to the sharing of the cooperative sales promotion cost among A, B and C parties/players for different sales promotion offerings. Encouragingly, the review of the modern literature and the four (4) critical case studies of cooperative marketing programs confirmed the need for a win-win-win approach in cooperative sales promotion planning in vertical marketing channels.

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Consumer Attitudes Toward Product Obsolescence and Perceptions of Product Quality and Sales Promotion

PsycEXTRA Dataset ◽

10.1037/e651502012-001 ◽

2012 ◽

Author(s):

Chien-Wei Chen ◽

Nai-Hwa Lien

Keyword(s):

Product Quality ◽

Consumer Attitudes ◽

Sales Promotion

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Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽

10.32546/lq.v1i2.148 ◽

2018 ◽

Vol 1 (2) ◽

pp. 175-182

Author(s):

Alida Wahyuni

Keyword(s):

Higher Education ◽

Public Relations ◽

Word Of Mouth ◽

Personal Selling ◽

Services Marketing ◽

Sales Promotion ◽

Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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