29 Jun What characteristics of sales promotions account
Question
What characteristics of sales promotions account for the high levels of expenditures that have been allocated to them in recent years?What is brand proliferation, and why is it occurring? Why do consumer sales promotions become more commonplace in the face of rampant brand proliferation? Why do trade sales promotions become more frequent when there is excessive brand proliferation?What role does sales promotion play in the trade channel and in business markets?Why are sales promotions considered “risky” as a tool for integrated marketing communication (IMC)?What factors contribute to the increasing power of large retailers such as Wal-Mart in today’s marketplace? Explain how merchandise allowances and slotting fees are connected to the growth in retailer power.
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