Scribd Logo
Upload

Welcome to Scribd!

  • Short Term and Long Term Impact " of Sales Promotion On Organizations' Profitability

    Uploaded by

    Manit Thaweehan
    37 views28 pages
    This document summarizes key findings from the literature review on the short-term and long-term impacts of sales promotions. It finds that while sales promotions can increase short-term sales, there are typically no lasting effects on sales. However, promotions may help increase brand loyalty over the long-term if customers develop stronger emotional attachments to the brand. This could eventually lead to higher customer lifetime value, which is an important measure of long-term profitability. The literature also indicates that most effects of promotions are very short-lived, lasting only 2-8 weeks at most.

    Original Description:

    โปรโมชั่นในร้านยา

    Original Title

    โปรโมชั่นในร้านยา

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document summarizes key findings from the literature review on the short-term and long-term impacts of sales promotions. It finds that while sales promotions can increase short-term sales, there are typically no lasting effects on sales. However, promotions may help increase brand loyalty over the long-term if customers develop stronger emotional attachments to the brand. This could eventually lead to higher customer lifetime value, which is an important measure of long-term profitability. The literature also indicates that most effects of promotions are very short-lived, lasting only 2-8 weeks at most.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    37 views28 pages

    Short Term and Long Term Impact " of Sales Promotion On Organizations' Profitability

    Uploaded by

    Manit Thaweehan
    This document summarizes key findings from the literature review on the short-term and long-term impacts of sales promotions. It finds that while sales promotions can increase short-term sales, there are typically no lasting effects on sales. However, promotions may help increase brand loyalty over the long-term if customers develop stronger emotional attachments to the brand. This could eventually lead to higher customer lifetime value, which is an important measure of long-term profitability. The literature also indicates that most effects of promotions are very short-lived, lasting only 2-8 weeks at most.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 28

    Short Term and Long Term Impact "

    of Sales Promotion on Organizations


    Profitability

    Journal Club
    ECO
    . 54058342
    62
    2
    1
    Perspiciatis unde omnis iste natus error sit

    100% voluptatem accusantium totam rem ipsa quae


    ab illo inventore.
    Organic Sed ut perspiciatis unde omnis iste voluptatem
    The Best Quality
    accusantium laudantium, totam rem aperiam,
    eaque ipsa quae ab illo inventore veritatis et
    quasi architecto beatae vitae dicta sunt
    explicabo. Nemo enim ipsam voluptatem quia
    ECO voluptas sit aspernatur aut odit aut fugit, sed
    quia consequuntur magni dolores eos qui ratione
    voluptatem sequi nesciunt.

    2
    Abstract
    The research paper explores the short term and long term impact of sales promotion,
    through the use of financial analysis and consumer survey respectively, offered by Pakistani
    100%
    companies from two diverse industries, i.e. Beverage Industry (Shezan International Ltd) and
    FoamOrganic
    Manufacturing Industry (Diamond Supreme Foam). Survey research was conducted on
    a sample
    Theof 200Quality
    Best consumers to analyze the long term impact of consumers perception of sales
    promotion by measuring its relationship with brand loyalty. The questionnaire used to measure
    the consumer perception of sales promotion and brand loyalty were based on the scale
    developedECO
    by Astous and Jacob in 2002 and Quester and Lim in 2003 respectively. The
    financial indicators were used for measuring the financial performance of companies and
    Pearson Correlation, Cross tabulation and Regression Analysis were used for inferential
    analysis through the use of SPSS. Results reveal the presence of various extraneous factors
    impacting the effectiveness of promotions. 2
    2 3
    Introduction

    2

    100%

    Organic

    The
    Best
    Quality
    Promotion

    2

    ECO Promotion

    2

    4
    Introduction

    2

    100%


    Promotion



    Organic

    The Best Quality


    Promotion
    Promotion
    ECO
    brand royalty
    customer lifetime value
    Brand
    royalty 2

    5
    Literature
    Review

    2
    Promotion
    100%

    Organic
    2

    The Best 2
    Quality


    2
    ECO

    6
    Literature
    Review

    2 Promotion
    UT OMNIS ISTE
    1 4
    2 2

    2
    PERSPICIATIS TOTAM 2
    EXPLICABO REM APERIAM
    2 5
    2 2

    Promotion

    SED ACCUSANTIUM ET DICTA ASPERNATUR
    3 6
    2
    2

    Promotion 2
    7
    Literature
    Review

    2

    100%
    Promotion 2
    Organic
    Promotion 2 2
    ( -)
    The Best Quality

    ECO

    8
    Literature
    Review

    2
    Promotion
    100%
    Promotion 2
    brand royalty brand royalty
    Organic
    customer lifetime value
    The Best Quality
    2
    Promotion
    2
    ECO
    promotion
    Promotion 2
    8 promotion
    2
    9
    Literature
    Review

    ATTITUDINAL
    1
    LOYALTY
    BEHAVIORAL 2.1 Brand Loyalty
    LOYALTY

    brand royalty
    customer lifetime value 2
    10
    Title Text

    promotion

    Promotion brand royalty
    brand royalty

    promotion brand
    royalty2

    2.2 2
    $150,250
    Promotion brand royalty2

    11
    Methodology

    2

    100%
    Promotion brand royalty
    2
    Organic
    Stratified sampling
    The Best Quality
    100 Promotion
    brand royalty Likert Scale
    1-6 Promotion 7-16 brand
    ECO
    royalty 2

    12
    Methodology

    2
    Pearson Correlation Promotion brand royalty
    100%
    Promotion
    brand royalty
    Organic

    The Best Quality
    brand royalty SPSS


    ECO
    Promotion 2

    13
    Results
    2
    Shezan International Limited Diamond Foam
    100%
    Industries promotion
    Organic

    The Best Quality

    Promotion brand royalty 2

    ECO

    14
    Results
    2
    4.1 Shezan International Limited

    100%
    4.1.1 Shezan International Limited2
    Organic
    The Best Quality

    ECO

    15
    Results
    2
    4.1.1 Shezan International Limited2

    100%
    Organic
    The Best Quality

    ECO

    16
    Results
    2
    4.1.1 Shezan International Limited2

    100%
    Organic
    The Best Quality

    ECO

    17
    Results
    2
    4.1.2 Shezan International Limited2
    100%
    Organic
    The Best Quality

    ECO

    18
    Results
    2
    4.1.2 Shezan International Limited2
    100%
    Organic
    The Best Quality

    ECO

    19
    Results
    2
    4.1.2 Shezan International Limited2
    100%
    Organic
    The Best Quality

    ECO

    20
    Results
    2 Diamond Supreme Foam
    4.2

    100%
    4.2.1 Diamond Supreme Foam 2
    Organic
    The Best Quality

    ECO

    21
    Results
    2
    4.2.1 Diamond Supreme Foam 2
    100%
    Organic
    The Best Quality

    ECO

    22
    Results
    2
    4.2.1 Diamond Supreme Foam 2
    100%
    Organic
    The Best Quality

    ECO

    23
    Results
    2
    4.2.2 Diamond Supreme Foam 2
    100%
    Organic
    The Best Quality

    ECO

    24
    Results
    2
    4.2.2 Diamond Supreme Foam 2
    100%
    Organic
    The Best Quality

    ECO

    25
    Results
    2
    4.2.2 Diamond Supreme Foam 2
    100%
    Organic
    The Best Quality

    ECO

    26
    Conclusion

    2
    Promotion

    100%

    Organic

    The

    BestQuality

    2
    promotion brand royalty

    ECO


    brand royalty2
    2

    27
    THANK YOU

    100%
    Organic
    The Best Quality

    You might also like