Incentives-BaylorUniversityHankamerSchoolofBusiness激励-贝勒大学商学院

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1、IncentivesIncentivesareitemsofperceivedvalueaddedtoanoffertoencouragesomeovert__________response.IncentivesIncentivesareitemsofperceivedvalueaddedtoanoffertoencouragesomeovertbehavioralresponse.Incentives:definedTowhomaretheytargeted?Whatisalteredbytheoffer?Whatkindsofthingsareus

2、uallyoffered?Whatstageofthecommunicationprocess(AIDA)istargeted?Incentives:definedTowhomaretheytargeted?Insufficientlymotivated,indifferentorapatheticWhatisalteredbytheoffer?TheperceivedpriceWhatkindsofthingsareusuallyoffered?pricedeals,premiums,contests,samplesWhatstageofthecomm

3、unicationprocess(AIDA)istargeted?ActionPrice-basedincentivesWhat’swrongwiththispicture?Whataresomepossiblerisksofthisincentive?http://www.akronaeros.com/freetickets/SupposethatyouaregoingtorunapricedealforthisSaturday’sgameagainstSMU.Howshouldyoudoit?Bespecific(viz.,p.55)Ideasava

4、ilableonp.56,table3.1Price-basedincentivesWhat’swrongwiththispicture?Whataresomepossiblerisksofthisincentive?http://www.akronaeros.com/freetickets/Supposethatyouaregoingtoruna[price]dealforthisSaturday’sgameagainstSMU.Howshouldyoudoit?Contingency-basedFanshavetodosomethingpriorto

5、thegametogetit(e.g.,gotoHEB,etc.)Value-addedincentives(giveaway)arebetterItshouldmatchasponsor’sobjectivesforaspecifictargetmarketItshouldincludeawayofbuildingadatabasetotargetthissegmentinthefutureWhentodoadealWhichdoyouthinkisbetter?Runpromotionsinfrequentlyorfrequently?Runprom

6、otionsduringweekdaysorothertimeswhenlowattendanceisexpected?Runpromotionswhenhighattendanceisexpected?p.57Whatisanincentive?ThetextdiscussesincentivesintermsoftheNBA&FIFAchangingrulestoincreasescoringStarplayers(McEnroe)Place-basedincentivessuchasnewstadiumsArethesereallyincentiv

7、esasdefinedbythetext?Whatisanincentive?ThetextdiscussesincentivesintermsoftheNBA&FIFAchangingrulestoincreasescoringStarplayers(McEnroe)Place-basedincentivessuchasnewstadiumsArethesereallyincentivesasdefinedbythetext?No,theauthorsforgotwhattheywerewritingabout.Incentivesareitemsge

8、aredtowardelicitinganovertbehavioralresp