BUS 346 CHAPTER 16

Event marketing

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.

Consumer promotions

Sales promotion tools used to boost short-term customer buying and involvement or enhance long-term customer relationships.

Business promotions

Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

Trade promotions

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers.

Sales promotion

Short-term incentives to encourage the purchase or sale of a product or a service.