Elektroninė komercija yra viena labiausiai besiplečiančių verslo šakų, pasižyminti plačiomis, pasaulinį mastą apimančiomis, pasirinkimo galimybėmis, didele konkurencija ir milžiniškais vartotojų lūkesčiais, kuriuos turi pateisinti el. komercijos srityje dirbančios įmonės, besistengiančios pasiūlyti kokybiškų prekių ir pritraukti kuo daugiau vartotojų. Vienas iš būdų tai padaryti yra pardavimo skatinimas, turintis nemažai tiek tradicinių, tiek specifinių, tiek tik virtualiai erdvei būdingų priemonių. Šio magistro darbo tikslas - išanalizavus elektroninės komercijos ir pardavimo skatinimo ypatumus virtualioje aplinkoje bei atlikus pardavimo skatinimo el. parduotuvėje atraskgrozi.lt analizę, pateikti produktų pardavimo skatinimo pasiūlymų, skirtų el. komercijai. Magistro darbas yra sudarytas iš trijų dalių: pirmojoje dalyje atliekama pardavimo skatinimo analizė elektroniniame versle, kurios metu analizuojamas pardavimo skatinimas, jo ypatumai el. komercijoje, pateikiamos tradicinės ir specifinės pardavimo skatinimo priemonės ir trumpai aptariami vartotojų elgsenos ypatumai el. komercijoje. Tuomet, antrojoje darbo dalyje, atliekama pardavimo skatinimo analizė, kurios metu pristatoma nagrinėjama atraskgrozi.lt interneto svetainė, pateikiama Lietuvos kosmetikos ir parfumerijos rinkos ir vartotojo profilio apžvalga, atliekamas kokybinis pardavimo skatinimo tyrimas ir apibendrinami jo rezultatai. Trečioje dalyje, remiantis tyrimo metu atskleista informacija, pateikiami pardavimo... [toliau žr. visą tekstą] / E-commerce is one of the most expanding business fields, which is characterized as the kind of business which includes the possibility of world-wide selections, intense competition and enormous consumers’ expectations that companies, which work in this business field, have to overtake and surpass. They try to offer high quality products and attract as many consumers as possible. One of the ways to achieve this goal is the sales promotion, which contains a large number of traditional and specific, suited only to the e-commerce field, measures. The purpose of this diploma paper is analyze e-business benefits for consumers, sales promotion features, execute a qualitative analysis of the experts, working in the e-commerce field and to present the list of products’ sales promotion propositions for e-commerce. The diploma paper consists of three parts. The first part is an analysis of sales promotion in the e-business, including the sales promotion features in e-commerce, the list of both traditional and specific for e-commerce sales promotion measures and a short briefing of the consumer behavior in e-commerce. Then, the second part of the paper, is talking about the situation analysis of the sales promotion and the atraskgrozi.lt internet website, which is the case of this paper, is presented. The second part also includes the reviews of Lithuanian cosmetics and perfumery market and consumer profile. After that, the qualitative research takes place and the results are... [to full text]

This study examines the organization, function, and role of public relations in Neiman-Marcus Fortnights. Fortnight is an annual October extravaganza combining cultural and community education with merchandising. Information was gathered by interviews with three people associated with Fortnight public relations. The public relations department follows general goals in planning Fortnight public relations activities. Audiences are not restricted. Public relations responsibilities are publicity, press relations, guest relations, community relations, and special events. Evaluations are made with respect to public relations activities of the previous Fortnight. Though public relations is of secondary importance to merchandising, the effectiveness of Fortnight activities would be improved with established objectives, specific audiences, and a formal means of evaluation.

The thesis deals with the role of consumer contests in commercial communications. The aim of this thesis is to assess their role in communication mix. The theoretical part analyzes consumer contests as one of sales promotion tools and describes their specific features. The practical part stems from my field research and examines whether consumer contests have any impact on purchase decision and on brand awareness.

This paper deals with specific consumer competition. The first part is devoted to defining consumer competitions in the integrated marketing communication, legislative arrangements and tax liability of the organizer. The second part outlines competition itself. Source data are internal materials and my business survey. Based on these data is selected date and place of competition and price attractive to customers. There are also determined complete contest rules. Greater attention is attached to the communications campaign, which focuses primarily on advertising on the Internet. We also can not forget the use of POS materials. The conclusion is the complete list of costs necessary to organize the campaign and evaluation of potential benefits of competition.

Liu, Xing. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2011. / Includes bibliographical references (p. 80-87). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgement --- p.iv / Chapter 1 --- Introduction --- p.1 / Chapter 2 --- Literature Review --- p.10 / Chapter 3 --- The 2-Promotional Level Model --- p.15 / Chapter 3.1 --- Average Profit Function --- p.17 / Chapter 3.2 --- Auxiliary Profit Function --- p.19 / Chapter 3.3 --- Characterizing the Auxiliary Function --- p.21 / Chapter 3.4 --- Display Optimization --- p.22 / Chapter 3.5 --- Ordering Policy Optimization --- p.27 / Chapter 3.6 --- "An Algorithm for Finding an Optimal (r, Q, d, D) Policy" --- p.28 / Chapter 3.7 --- Optimality Verification --- p.30 / Chapter 4 --- Multiple Promotional Level Model --- p.36 / Chapter 4.1 --- Analysis --- p.38 / Chapter 4.2 --- "An Algorithm for Finding an Optimal (r,Q,dn, .,d1,D1,...,Dn)Policy" --- p.46 / Chapter 5 --- Extension to Random Demand Size --- p.49 / Chapter 6 --- Numerical Examples --- p.63 / Chapter 7 --- Concluding Remarks --- p.75 / Bibliography --- p.80

The overall goal of this thesis is to draw relevant conclusions about the nature, impact and characteristics of sales promotions within the category of ready-to-eat cereals, based on thorough analysis of their effects. It is studied, whether sales promotions are beneficial or not for the long-term sales and how the shopper behaviour is influenced by the sales promotion activities. The effects of sales promotion on the overall consumption in the category are analyzed and other factors influencing the consumption are observed.

This thesis deals with loyalty program of retail chain Tesco -- Clubcard loyalty program. The thesis is divided into two parts. The first part is focused on terms explanation -- e.g. marketing and commercial communication, sales promotion and it's techniques and also loyalty and loyalty programs itself. The beginning of practical part firstly describes current trends on the retail market. The following competitive analysis of retail chains is focused on loyalty programs. Next part deals with Tesco company and it's Clubcard loyalty program. The main contribution is represented by marketing research focused on Tesco customers's opinion about Clubcard program.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017 / Sales promotions are ever-present occurrences in modern day markets with companies using them as part of their marketing mix (Blattberg & Neslin, 1990). They also have the ability to effect customer satisfaction and in turn the brand loyalty for that consumer (Li-Xin & Shou-Lian, 2010). Bawa and Shoemaker (2004) found links between non-monetary sales promotions and the brand loyalty of a consumer. Consumers exposed to sales promotions usually had increased purchasing probability and enhanced loyalty to the brand, compared to consumers that were not exposed to the promotion. This study set out to establish the effects on the attitudinal loyalty of consumers who missed the opportunity to partake in a free premium sales promotion. Utilizing a quantitative research methodology, data was collected by means of a structured questionnaire from respondents in South Africa. Internal factors such as the consumers experience of cognitive dissonance; emotion showed towards the brand; and their attitudes towards the brand, were measured and analysed through factor analysis. The most notable finding from the study was that the effect on a consumer’s attitudinal loyalty was contained to the attitude they have towards the brand, irrespective of the level of dissonance that might appear or even the emotional feelings they might have for the brand. Missing the sales promotion would almost certainly alter their perception of the brand and change the internal factors a consumer turns to when searching for information and evaluating their post-purchase consumption. Ultimately, a missed free premium sales promotion will do very little to destroy any brand loyalty that is already present with that consumer. / MT2017

<p>Under hösten 2006 genomförde Piratförlaget en kampanj för boken ”Edward Finnigans upprättelse” där förlaget hyrde säljplatser i ett 20-tal bokhandlar. Detta var helt nytt i bokbranschen och beskrevs som kontroversiellt av branschtidningen Svensk Bokhandel. Uppsatsens syfte är att undersöka hur uthyrning av säljyta i butik uppfattas av svenska bokhandlare och förlag samt vilka effekter det kan få för sales promotion. Då bokbranschen ser annorlunda ut än övriga dagligvaruhandeln anser vi att det är intressant att sammankoppla uthyrning av säljyta till sales promotion vilket, enligt vår uppfattning, inte används i någon större omfattning i bokhandeln.</p><p>Uppsatsens teoretiska bakgrund består i huvudsak av Sudhir & Raos (2006) teori som behandlar fördelar och nackdelar med ”slotting allowances”, vilket är den engelska termen för uthyrning av säljyta. Då teorin baseras på studier från livsmedelsbranschen undersökte vi hur väl den kan tillämpas på bokbranschen. Datainsamling skedde huvudsakligen genom intervjuer med tre förlag och tre bokhandlare. Undersökningens resultat visar att merparten av respondenterna var positivt inställda till att använda uthyrning av säljyta. Vidare kan uthyrning av säljyta leda till en ökad användning av säljställ och skyltningar, även kallat ”POP-promotion”. Slutligen kan uthyrning av säljyta vara ett nytt sätt för förlagen att styra och kontrollera exponeringar i bokhandeln.</p>

Millions of dollars are spent each year on sales promotion in grocery retailing. Despite this, no one really knows wheter promotions for individual items have positive, neutral, or negative effects on the store’s total profits. In this dissertation, an attempt is made to build a framework model that can be used to predict and evaluate how specific promotions affect item-level, category-level, and store-level profits. One major contribution is that the proposed model specifically incorporates store-traffic and cannibalization effects. The book consists of four parts: the first part is a review of the literature on sales promotion. The second part describes the development of a model for measuring the profit of retailer promotions. The third part shows the impact of sales promotion on profits for a number of hypothetical products. The fourth part measures the profit impact of sales promotions for 15 items in three product categories. The data used in this study were collected in a Swedish supermarket in cooperation with ICA. / Diss. Stockholm : Handelshögskolan, 1995