Promotion According to Kettler (1988), promotion can be viewed as an essential motivational factor for making purchase, changing the sense of customers on price or product by adding extra benefits. Li (2001) claimed that promotion is an activity that encourage consumers to buy products or services. The purpose is to increase the sales volume in a
Customer loyalty has been increased by development of reputation and brand name which has helped in reducing the price elasticity of demand. Wal-Mart also offers guarantees and return policies which assure the customers of their purchase. Method of providing guarantees and warranties also act as a barrier to entry because new entrants also provide high quality goods and offer customers competitive services which are often very
Often a firm begins using sales promotions to differentiate its product or service from the competition. If the promotion is successful and leads to a differential advantage (or even appears to do so), competitors may quickly copy it. When all the competitors are using sales promotions, this not only lowers profit margins for each firm but also makes it difficult for any one firm to hop off the promotional bandwagon. Percy (2008) on the other hand contend that there are costs associated with promotion, and when a promotion is too successful, the unexpected increased costs can have a
All this will then in turn contribute to the retention and loyalty of customers. Factors that Influence Customer Loyalty Excellent customer service and complete satisfaction with the product or service are major factors that are relied on and influence customer loyalty. (Leland & Bailey, 2006, p. 9) stated, “Customers want a competitive price, good value, convenience and customer service and they want it yesterday” This suggests that customer loyalty relies upon customer service and matching what the customer wants and what they get in terms of satisfaction. There are many factors that can influence this such as, • Handling of customer complaints and compliments • Addressing
The team’s overall objective is to enhance the company’s performance goals while keeping cost low. First, the team will focus on ways to increase market shares. Increasing market shares will aid in the company in obtaining new and keeping current customers. This will mean branding Allround with stronger and more effective advertising messages. Advertising is the number one factor when communicating to customers informing them about the brands available and the variety of products offered to them (MSG.com).
Reference 5: The journal tells that, the Cause Related Marketing is a main factor in building loyalty among the customers and increasing the reputation. It also states that the Corporate Social Responsibility requires investment and it yields much better outcomes that can be
Question 1 answer: Customer relationship management is mainly about building relationships with a company’s targeted profitable customers and maintaining that relationship through delivering customer value, as in how a consumer perceives a certain product and values it enough to buy it rather than buying the competitor’s product, and delivering customer satisfaction where the product meets the exact expectations the consumer had actually expected from the product or more, but not less. Companies can build customer relationships at many levels, depending on the nature of the target market (Kotler and Armstrong, 1988). Companies with many low-margin customers can develop basic relationships by which a company doesn’t get to know it’s consumers
Introduction 1.0 Introduction Sales Promotion Sales promotion is one of the promotion is marketing strategy. Sales promotion is a process of persuading customers to buy the products or services to boost up their sales of the company in the short-term of the period. Beside that, sales promotion is offering consumers’ addition values in the products or services to motivate customer to buy the products or services now, buy more, and buy again and again. 2. Objective of sales promotion - Create product awareness Various sales promotion techniques are highly effective for the first time to expose the products to customers.
In addition companies need to deliver their products while keeping cost effectiveness in consideration. If they understand the perceived benefits of their target audience and are able to engage with them on a personal level, they can attain customer satisfaction and ultimately can have increased sales. In conclusion, conveying Unique Value proposition clearly to the customers could be a complete win/win for any business. Brand equity Formal Definition: The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Alternative Definition: Brand equity refers to a value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent.
The company has started to use online interface to attract more customers and in spite of not offering the online purchases the focus is on strategic promotion of their products when customer search through the offer and create their shopping list. This form of advertising together with other advertising campaigns performed through the local awareness (stores catalogues) and word of mouth attract the required segment of customers on the market (Butler & Bowers 2013). Furthermore the company has realised the importance of the service quality and customer's consciousness of time when shopping and therefore increased the number of employees serving the customers at the checkout points (Graiser & Scott