Ch.18 Sales Promotion & Personal Selling

   

    Sales Promotions are inducements with the purpose of convincing the people to purchase a product or service inmediately.  A problem with promotions is that they sometimes cause consumers to focus more on the promotion than the product. In fact, sometimes consumers are not at all loyal to the product but are attracted to the coupon, gift, or rebate.

    The main sales promotion strategy used by American Express are the Reward Points. You can get rewarded with the things you want when you buy the things you need anytime you use the American Express cards. So, these kind of offers are the ones that motivate the consumers to use the American Express cards.