When pupils have the English-language PDF of this Brief Case in a coursepack, they will additionally have the choice to purchase an audio version. This case provide students with a chance to become familiar with some significant strategic problems that corporations face when formulating and executing a sales promotion, including: cannibalization, brand equity erosion, forward-buying, pass- and consumer stockpiling.
Additionally, it provides them the opportunity to utilize retail scanner purchase data in order to appraise the historic performance of sales promotions. Based on computing top-line revenue, marketing margin, and return on marketing investment (ROMI) for earlier promotions, pupils can advocate the most financially and intentionally justifiable proposal from a choice of numerous competing sales promotions. The setting is the cold foods category in the consumer packaged goods business.
PUBLICATION DATE: June 15, 2009 PRODUCT #: 4131-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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