Financial Planning for Sales Promotion at Lithuanian Supermarkets

• Autorzy: Dainora Grundey
• Języki publikacji: EN

Abstrakty

EN

During the economic turndown, the purchasing power of consumers all over the world has considerably dropped, effecting consumer confidence and trust. Supermarkets are applying various mixes of promotional activities to make customers return to the supermarkets, as there are clear signs of their switching to cheaper alternatives of farmers' markets, corner shops and local groceries. Therefore, supermarkets have a tough task to lure their customers back by effective planning activities in sales promotion, especially with inflation getting momentum and increasing prices in Lithuania. The paper investigates the planning process for sales promotion on the theoretical level and on sales promotion activities as performed at major Lithuanian supermarkets in 2010, primary data obtained through the method of observation. (original abstract)

Słowa kluczowe

EN

Promotion-mix; Selling promotion; Supermarkets

PL

Promocja-mix; Promocja sprzedaży; Supermarkety

• Czasopismo: Economics & Sociology
• Rocznik: 2010
• Tom: 3
• Numer: nr 2
• Strony: 23--34

Twórcy

autor

Dainora Grundey

• Vilnius University, Lithuania

Bibliografia

• Aguirregabiria, V. (2002), "Sales promotions in supermarkets: estimating their effects on profits and consumer welfare", available online at http://www.econ.yale.edu/seminars/apmicro/am03/aguirre-030327.pdf, referred on 24/10/2010.
• Boone, L.E., Kurtz, D.E., Mackenzie, H.F., Snow, K. (2010), Contemporary Marketing. 2nd Canadian Edition. -Toronto: Nelson Education Inc.
• Chandon, P. (1995), "Consumer Research on Sales Promotions: A State-of-the Art Literature Review", Journal of Marketing Management, Vol. 11, pp. 419-441.
• Dutu, C., Halmajan, H. (2009), "Relationship Marketing Orientation and Marketing Practices: Effects on Business Performance", Transformations in Business & Economics, Vol. 8, No 3(18), Supplement A, pp. 231-243.
• Fam, K.-S., Fok, S.-C., Yang, Z., Jozsa, L. (2005), "Retail Sales Campaigns: A Comparison of Promotion Objectives and Activities Between NZ and Hungary", ANZMAC 2005 Conference: Advertising/Marketing Communication Issues, available online at http://smib.vuw.ac.nz:8081/www/anzmac2005/cd-site/pdfs/1-Advertising/1-Fam.pdf, referred on 24/10/2010.
• Fornell, C., Robinson, W.T., Wernerfelt, B. (1985). "Consumption Experience and Sales Promotion Expenditure", Management Science, Vol. 31, No. 9. (September), pp. 1084-1105.
• Grundey, D. (2007), "Global Marketing Ethics: Social and Emotional-Psychological Issues in Advertising to Children", Transformations in Business & Economics, Vol. 6, No 2(12), Supplement A, pp. 41-64.
• Grundey, D. (2008), "Psychographics in Segmenting Consumer Markets: Antecedents and Implications for Marketers", Revista Romana de Marketing, Vol. 3, No 3 (July-September), pp.7-56.
• Grundey, D. (2009), "Eco-Marketing and Eco-Labelling: Does it Ensure Customer Loyalty in Lithuania?", Transformations in Business & Economics, Vol. 8, No 1(16), pp. 152-179.
• Grundey, D., Bąkowska, S. (2008), "Consumer Economics: Brand Awareness among Polish Consumers", Transformations in Business & Economics, Vol. 7, No 2(14), Supplement B, pp. 186-199.
• Kotler, Ph., Armstrong, G. (2001), Principles of Marketing, 9th Edition. -Upper Saddle River: Prentice Hall.
• Mullin, R., Cummins, J. (2008). Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work. 4th Edition. -London: Kogan Page.
• Popescu, I.C., Barbu, A.M., Ionescu, F.T. (2009), "Landmarks in the Development of Marketing Communications in Companies Active on the Romanian Market", Transformations in Business & Economics, Vol. 8, No 3(18), Supplement A, pp. 255-273.
• Pranulis, V., Pajuodis, A., Urbonavičius, S., Virvilaitė, R. (2008). Marketingas. -Vilnius: The Baltic Press. [Marketing, in Lithuanian].
• Scholz, U. (2008), "Analysis of Purchasing Specific Determinants of Border-Crossing Business Loyalty", Transformations in Business & Economics, Vol. 7, No 2(14), pp. 144-162.
• Schultz, D.E., Robinson, W.A., Petrison, L.A. (1998). Sales Promotion Essentials: The 10 Basic sales Promotion Techniques... and How to Use them. -New York: McGraw-Hill Companies, Inc.
• Solomon, M.R., Stuart, E.W. (1997), Marketing: real people, real choices. -Upper Saddle River: Prentice Hall.
• Solomon, Michael, Cornell, Lisa Duke, Nizan, Amit (2010). Launch! Advertising and Promotion in Real Time, Flat World Knowledge Inc.
• Srinivisan, S.S., Anderson, R.E. (1998), "Concepts and Strategy Guidelines for Designing Value Enhancing Sales Promotions", Journal of Product and Brand Management, Vol. 7, No. 5, pp. 410-420.
• Varadarajan, P.R. (1985), "Joint Sales Promotion: An Emerging Marketing Tool", Business Horizons, September-October, pp.43-49.
• Žvirelienė, R., Bučiūnienė, I., Škudienė, V., Sakalas, A. (2009), "Customer Retention Through Supplier-Organization-Customer Relationship Management", Transformations in Business & Economics, Vol. 8, No 1(16), pp. 137-151.

Identyfikatory

DOI

10.14254/2071-789X.2010/3-2/3