Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty

Business & Finance, Marketing & Sales
Cover of the book Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty by Sylvia Krahl, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Sylvia Krahl ISBN: 9783656108900
Publisher: GRIN Publishing Publication: January 24, 2012
Imprint: GRIN Publishing Language: English
Author: Sylvia Krahl
ISBN: 9783656108900
Publisher: GRIN Publishing
Publication: January 24, 2012
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Brandenburg, language: English, abstract: If you ever take a trip to the USA and 'visit' one of those giant supermarkets, the first thing you will recognize as soon as you get to the cashiers is consumers giving slips of paper to them. The cashiers would scan those slips of paper and the total amount of the consumer's grocery payment will be reduced immediately. Those slips of paper are called coupons and have been very popular in the USA for many years. Meanwhile, coupons enjoy also a great popularity in Germany but still without such a spread as in the USA. In today's world many changes, especially such as the current financial crisis, give marketers the reason to restructure their marketing strategies. They know that consumers not only try to save as much money as possible, they also have much more brands and products to choose of today. As a form of sales' promotion, coupons are an excellent way to attract consumers to purchase more products without having reduced the general price level. But more importantly, they are a very effective way to achieve customer loyalty and marketers know that long-term customer loyalty is more important than ever before to maintain success on the market. This research paper will introduce you to the study of couponing - an impor-tant marketing instrument that is capturing the market everywhere in the world. It explores how manufacturers of consumer packaged goods (CPG) benefit from couponing in regard to their achievement of customer's loyalty. First of all, this research paper gets involved with the analysis of the meaning of couponing and coupons, their classification in the marketing-mix as well as the different types and distribution forms. The main chapter distinguishes information about the history and development of couponing and their first evolution in both countries, USA and Germany. Subsequent the current market situations in the USA and Germany, as well as the latest evolutions of coupons regarding customer loyalty will be demonstrated. In additional, it will look into the significance of coupons to manufacturers in regard to achieve customer loyalty as well as chances and risks that appear with them. A summary and a critical view will build the closing of this research paper.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Brandenburg, language: English, abstract: If you ever take a trip to the USA and 'visit' one of those giant supermarkets, the first thing you will recognize as soon as you get to the cashiers is consumers giving slips of paper to them. The cashiers would scan those slips of paper and the total amount of the consumer's grocery payment will be reduced immediately. Those slips of paper are called coupons and have been very popular in the USA for many years. Meanwhile, coupons enjoy also a great popularity in Germany but still without such a spread as in the USA. In today's world many changes, especially such as the current financial crisis, give marketers the reason to restructure their marketing strategies. They know that consumers not only try to save as much money as possible, they also have much more brands and products to choose of today. As a form of sales' promotion, coupons are an excellent way to attract consumers to purchase more products without having reduced the general price level. But more importantly, they are a very effective way to achieve customer loyalty and marketers know that long-term customer loyalty is more important than ever before to maintain success on the market. This research paper will introduce you to the study of couponing - an impor-tant marketing instrument that is capturing the market everywhere in the world. It explores how manufacturers of consumer packaged goods (CPG) benefit from couponing in regard to their achievement of customer's loyalty. First of all, this research paper gets involved with the analysis of the meaning of couponing and coupons, their classification in the marketing-mix as well as the different types and distribution forms. The main chapter distinguishes information about the history and development of couponing and their first evolution in both countries, USA and Germany. Subsequent the current market situations in the USA and Germany, as well as the latest evolutions of coupons regarding customer loyalty will be demonstrated. In additional, it will look into the significance of coupons to manufacturers in regard to achieve customer loyalty as well as chances and risks that appear with them. A summary and a critical view will build the closing of this research paper.

More books from GRIN Publishing

Cover of the book How can India become a regionl hegemon? Obstacles and beneficient factors by Sylvia Krahl
Cover of the book Zu den Märchenmotiven und ihrer Funktion in Henrik Ibsens 'Bygmester Solness' by Sylvia Krahl
Cover of the book Sammlung von Versuchsprotokollen für die Bereiche Gasbrennschneiden, Montageroboter, Fügen-Stabelektrode, Pneumatisches Handling, Schraubverfahren by Sylvia Krahl
Cover of the book Portrait of a mother in Tennessee Williams' memory play 'The Glass Menagerie' by Sylvia Krahl
Cover of the book The Issue of Voyeurism in T.C. Boyles Short Story 'Peep Hall' by Sylvia Krahl
Cover of the book Rhetorica movet! by Sylvia Krahl
Cover of the book The free movement of workers: Worker's rights by Sylvia Krahl
Cover of the book South African foreign policy and SADC goals - lockstep or deadlock? by Sylvia Krahl
Cover of the book Das Theater als Mediensystem und Institution by Sylvia Krahl
Cover of the book Malta - Wine Studies by Sylvia Krahl
Cover of the book Trade Surplus in Germany by Sylvia Krahl
Cover of the book The position of women in the New World's Puritan Society in the seventeenth century by Sylvia Krahl
Cover of the book Black&Decker Business Case Study by Sylvia Krahl
Cover of the book Critically examine the factors that have contributed to nationalism and xenophobia in Germany after reunification by Sylvia Krahl
Cover of the book Atomization overcome? The case of the European blogosphere in Fostering more European Democracy by Sylvia Krahl
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy