Techniki promocji sprzedaży w przedsiębiorstwach handlu detalicznego

• Autorzy: Wawrzyniec Rudolf

Warianty tytułu

Promotion Techniques in Retail Trade Businesses

• Języki publikacji: PL

Abstrakty

Celem artykułu jest wskazanie na specyfikę metod oddziaływania na klienta przez sklepy wielkopowierzchniowe tj. supermarkety i hipermarkety oraz przedstawienie wybranych, stosowanych przez nie technik promocji sprzedaży. Do najpopularniejszych instrumentów promocji sprzedaży należą: obniżki cen, reklama wizualna w miejscu sprzedaży, reklama w gazetkach promocyjnych, kupony, konkursy itp.

EN

Retail trade businesses in a market economy have to actively strive for customers. Among many new forms of retail trade in our country large-space shops hold an important position and therefore the author decided to devote the present research to them. Super- and hipermarkets which have been developing in Poland since 90's have an effect on more and more customers, largely because of lower prices and a huge variety of products in sale. Competition, however, makes even these assets insufficient for drawing customers' attention. That is why large-space shops apply different promotion techniques in order to be more effective. The most popular retailers' promotion devices include price reduction, visual advertising on the spot, advertisements in promotion leaflets, bonuses, competitions etc. However, they can produce tangible results only when thay are applied in a framework of a co-ordinated strategy of a retailer which is an important element in a retail unit's marketing. This process involves permanent co-operation with producers (providers) who exert a considerable influence on promotions in super- and hipermarkets through their own promotion and tasting initiatives or offering their own discounts. It is the customer who benefits from these promotions - he can not only buy cheaper goods, but he is also rewarded by presents, rewards and gifts. (original abstract)

Słowa kluczowe

PL

Handel detaliczny; Sieci handlowe; Promocja sprzedaży; Zarządzanie promocją sprzedaży; Techniki promocji; Zachowania konsumenta; Psychologia konsumenta; Supermarkety; Hipermarkety; Merchandising

EN

Retail trade; Chain stores; Selling promotion; Sales promotion management; Promotion techniques; Consumer behaviour; Consumer psychology; Supermarkets; Hypermarkets; Merchandising

• Czasopismo: Zeszyt Naukowy / Wyższa Szkoła Ekonomii i Administracji w Kielcach
• Rocznik: 2000
• Numer: nr 2
• Strony: 101--114

Twórcy

autor

Wawrzyniec Rudolf