10-4 Sales Promotion (23 pages)

Purpose of Sales Promotion

Sellers use sales promotions to atract new triers, to reward brand-loyal customers and thereby retain them, to reduce the time between purchase, and even to turn light users into medium or heavy users.
The aim might also be to regain past purchasers who have ceased buying.

New triers of a product category fall into one of three groups:
-loyal users of another brand
-brand switchers
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