(When I saw a lady in a ballgown....I was frankly terrified.... and I Essay

(At the point when I saw a woman in a ballgown....I was honestly terrified.... furthermore, I needed to call a cop) Are lady spoken to as the specialists or the casualties of sexual - Essay Example (eNotes, 2009.) Leo Tolstoy was conceived at Yasnaya Polyana, in Tula Province. He was the fourth in five kids. His folks passed on when he was a youngster, and he was raised by family members. In 1844 Tolstoy began his investigations of law and oriental dialects at Kazan University, yet he never took a degree. Disappointed with the standard of instruction, he returned in his examinations back to Yasnaya Polyana, and afterward invested quite a bit of his energy in Moscow and St. Petersburg. In 1847 Tolstoy was treated for venereal malady. Subsequent to contracting substantial betting obligations, Tolstoy went with in 1851 his senior sibling Nikolay to the Caucasus, and joined a mounted guns regiment. During the 1850s Tolstoy likewise started his abstract vocation. The title of Count had been presented on his progenitor in the mid eighteenth century by Peter the Great. The Kreutzer Sonata is a story of sexual fixation and envy. A common agent (Posdnicheff) gets fixated on his wifes relationship with a musician, with whom she plays pairs. The peak of his desire comes during an exhibition by his significant other and her musician accomplice of Beethovens Violin Sonata no.9 in A significant, known as the Kreutzer sonata, after which Posdnicheff murders his better half. The thought for The Kreutzer Sonata was given to Tolstoy by the on-screen character V.N. Andreev-Burlak during his visit at Yasnaya Polyana in June 1887. In the spring of 1888 a beginner execution of Beethovens Kreutzer Sonata occurred in Tolstoys home and it made the creator come back to a thought he had during the 1860s. The tale is written as a casing story and set on a train. The discussions among the travelers form into a conversation of the establishment of marriage. Posdnicheff, the central character, recounts his childhood and his ensuing regret and self-nauseate. Posdnicheff accepts that his better half is having an unsanctioned romance with a performer and he attempts to choke her, and afterward

Job Fair Brochure

Employment Fair Brochure This conversation will depict the structure, plan of action, and culture of a chose business. There will be a legitimization for why every component was chosen, and a clarification of how every selection of components will affect the picked business. A plan of action resembles some other model; it speaks to and sums up how entire organizations work together. The plan of action clarifies, in synopsis, the crucial idea of the business and how the business brings in cash, without sharing complexities of procedures, â€Å"processes, units, rules, pecking orders, work processes, and systems† (Business Model Designs and Innovation, 2005, p. ). For instance, the business that is picked is a Geriatric Health Club and Daycare. The organization brings in cash by offering wellbeing and exercise administrations to senior residents everywhere throughout the Merrillville people group; for a sensible measure of cash. The central idea of the club is to support the old , ages 55 and more seasoned, to keep on carrying on with a more advantageous and dynamic life, by offering relaxation exercises, social collaboration with their companions, nourishment instruction, and exercise (Business Model Designs, and Innovation, 2005). The plan of action was picked on the grounds that examination, demonstrates that â€Å"High-power opposition practice preparing is a doable and viable methods for checking muscle shortcoming and physical delicacy in older individuals. Conversely, multinutrient supplementation without attending exercise doesn't diminish muscle shortcoming or physical frailty† (Clements, Evans, Fiatarone, Kehayias, Lipsit, Nelson, O'Neill Roberts, Ryan, and Solares, 2009, 1769). The effect of this plan of action encourages the organization to capacity and guide the organization a gainful way. The plan of action causes the organization to remain productive by taking into account a quick expanding age gathering. â€Å"The business structure is the sort of lawful substance that exists to agreement to perform authorized work. Instances of legitimate substances are singular/sole owners, organizations, restricted risk organizations (LLC), associations, constrained associations (LP), and restricted obligation organizations (LLP)† are instances of business structures (Minnesota Department of Labor, and Industry, n. d, p. 1). The structure of the Geriatric Health Club and Daycare is an organization. An organization is a business understanding between at least two individuals, with a comprehension of making a benefit (NSW Small Business, 2001). The geriatric fitness center and childcare works under an enrolled business name. The business name the club works under is Transitions Senior Health Club and Daycare. The explanation an association was picked is on the grounds that liabilities can be shared (NSW Small Business, 2001). An utilitarian structure is for the staff. The CNAs works legitimately with clients, RNs manages the CNAs, mentors, specialist, and help the Medical specialist. The organization structure impacts the club by the sharing of liabilities and expanded money related ventures and the sharing of duties. The practical structure carries request with the staff and makes an amicable workplace (NSW Small Business, 2001). â€Å"The business culture is the manner in which your association works, the traditions, perspectives; behavior and so on † (Answer, 2007, p. 1). For instance, Transitions will utilize â€Å"The Plane tree’s approach, which is all encompassing and supports mending in all measurements; mental, enthusiastic, otherworldly, social and physical† (Axia College of University of Phoenix 2008, p194). The Plane tree’s approach augments the results of human services by consolidating â€Å"harmonizing clinical treatments, for example, psyche and body medication, restorative back rub, needle therapy, yoga, and vitality treatments with customary clinical therapies†(Axia College, 2009, p. 194). The clinical staff is all around prepared, board ensured, and authorized by the state. The coaches are confirmed in yoga, low effect activities, and little loads. The teachers are RNs with bachelor’s degrees; a Medical Doctor and a confirmed back rub specialist, will be on staff. The staff is given fourteen days of excursion and medical advantages. They are additionally given motivating force grants for out standing work. The effect that this business culture will have on Transitions is a sound, protected and quiet condition. The clients will be urged to arrive at their wellbeing objectives and lead a more extended and dynamic life. Reference Axia College of University of Phoenix. (2009). Occupation reasonable leaflet. Recovered August 30, 2009, aXcess BUS 210________Foundations of Business Course Website. This is certainly not an appropriately arranged reference posting for the reading material for this course. Your reference to this source is wrong also therefore. Answers. (2007). What is business culture? Recovered August 27, 2009, from http://answers. hurray. com/question/record? qid=20080209153352AADUsZS Business Model Designs and Innovation. (2005). Yet, What Actually is a Business Model? Recovered August 27, 2009, from http://www. inquire. com/web? qsrc=2417=0&1=dir=what+is+a+business+modle= Clements, K. M. , Evans, W. J. , Fiatarone, M. A. , Kehayias, J. J. , Lipsitz, L. A. , Nelson, M. E. , O'Neill, E. F. , Roberts, S. B. , Ryan, N. D, and Solares, G. R. (2009). Exercise preparing and dietary supplementation for physical slightness in old individuals. The New England Journal of Medicine. 330(25) 1769-1775. Recovered August 30, 2009, from http://content. nejm. organization/cgi/content/dynamic/330/25/1769 Employment Fair Brochure Employment Fair Brochure This conversation will depict the structure, plan of action, and culture of a chose business. There will be an avocation for why every component was chosen, and a clarification of how every selection of components will affect the picked business. A plan of action resembles some other model; it speaks to and sums up how entire organizations work together. The plan of action clarifies, in rundown, the central idea of the business and how the business brings in cash, without sharing complexities of procedures, â€Å"processes, units, rules, chains of command, work processes, and systems† (Business Model Designs and Innovation, 2005, p. ). For instance, the business that is picked is a Geriatric Health Club and Daycare. The organization brings in cash by offering wellbeing and exercise administrations to senior residents everywhere throughout the Merrillville people group; for a sensible measure of cash. The key idea of the club is to support the old, ages 55 and more seasoned, to keep on carrying on with a more beneficial and dynamic life, by offering relaxation exercises, social communication with their companions, nourishment instruction, and exercise (Business Model Designs, and Innovation, 2005). The plan of action was picked in light of the fact that examination, shows that â€Å"High-power opposition practice preparing is a doable and successful methods for balancing muscle shortcoming and physical slightness in old individuals. Interestingly, multinutrient supplementation without associative exercise doesn't decrease muscle shortcoming or physical frailty† (Clements, Evans, Fiatarone, Kehayias, Lipsit, Nelson, O'Neill Roberts, Ryan, and Solares, 2009, 1769). The effect of this plan of action encourages the organization to capacity and guide the organization a beneficial way. The plan of action causes the organization to remain productive by obliging a quick expanding age gathering. â€Å"The business structure is the kind of legitimate element that exists to agreement to perform authorized work. Instances of lawful substances are singular/sole owners, enterprises, restricted obligation organizations (LLC), associations, constrained organizations (LP), and restricted risk associations (LLP)† are instances of business structures (Minnesota Department of Labor, and Industry, n. d, p. 1). The structure of the Geriatric Health Club and Daycare is an organization. An association is a business understanding between at least two individuals, with a comprehension of making a benefit (NSW Small Business, 2001). The geriatric fitness center and childcare works under an enrolled business name. The business name the club works under is Transitions Senior Health Club and Daycare. The explanation an organization was picked is on the grounds that liabilities can be shared (NSW Small Business, 2001). A practical structure is for the staff. The CNAs works straightforwardly with clients, RNs directs the CNAs, mentors, advisor, and help the Medical specialist. The association structure impacts the club by the sharing of liabilities and expanded monetary ventures and the sharing of obligations. The practical structure carries request with the staff and makes an agreeable workplace (NSW Small Business, 2001). â€Å"The business culture is the manner in which your association works, the traditions, mentalities; decorum and so on † (Answer, 2007, p. 1). For instance, Transitions will utilize â€Å"The Plane tree’s approach, which is comprehensive and supports mending in all measurements; mental, enthusiastic, otherworldly, social and physical† (Axia College of University of Phoenix 2008, p194). The Plane tree’s approach expands the results of human services by joining â€Å"harmonizing clinical treatments, for example, brain and body medication, helpful back rub, needle therapy, yoga, and vitality treatments with traditional clinical therapies†(Axia College, 2009, p. 194). The clinical staff is all around prepared, board affirmed, and authorized by the state. The coaches are guaranteed in yoga, low effect activities, and little loads. The teachers are RNs with bachelor’s degrees; a Medical Doctor and a guaranteed rub specialist, will be on staff. The staff is given fourteen days of get-away and medical advantages. They are additionally given motivating force grants for out standing work. The effect that this business culture will have on Transitions is a solid, protected and peaceful condition. The clients will be urged to arrive at their health objectives and lead a more drawn out and dynamic life. Reference Axia

Overview of Classifications of Bipolar Disorder

Overview of Classifications of Bipolar Disorder Bipolar Disorder Print Why Are There so Many Classifications of Bipolar Disorder? By Marcia Purse Marcia Purse is a mental health writer and bipolar disorder advocate who brings strong research skills and personal experiences to her writing. Learn about our editorial policy Marcia Purse Updated on July 20, 2017 Bipolar Disorder Overview Symptoms & Diagnosis Causes Treatment Living With In Children Your Rights Tom Merton / Getty Images When evaluating symptoms and giving names to bipolar disorderâ€"also called manic depressionâ€"and bipolar disorders many subsets, there are no absolutes. In their book, We Heard the Angels of Madness, authors Diane and Lisa Berger describe bipolar disorder as a virulent disorder with many faces and liken it to the multi-headed Hydra of Greek mythology. Just as the Hydra sprouted several new heads for each one slain, researchers and clinicians find that for each new fact learned about bipolar disorder, more questions are raised. Symptoms are different from one person to the next. The severity of symptoms also differs. Facets of personalities combine to create additional faces of the monster. Thus, researchers, clinicians, and practitioners face a wide array of challenges in order to codify each diagnosis. In response, classification systems, subsets, and specifiers have been developed in an attempt to standardize the diagnostic process. In the United States, the primary system is the one found in The Diagnostic and Statistical Manual of Mental Disorders also known as the DSM-IV. This classification system organizes the mood disorders under the heading of Clinical Disorders (Axis I). DSM-IV Listing - Mood Disorders Depressive DisordersDysthymic DisorderMajor Depressive DisorderBipolar DisordersBipolar Disorder IBipolar Disorder IICyclothymic DisorderMood Disorder Due to a General Medical ConditionSubstance-Induced Mood Disorder To each of the above disorders, any of a number of specifiers (e.g., with seasonal pattern, with catatonic features, first episode manic, etc.) can be added to clarify the severity or course of the disorder for an individual patient. The International system is the ICD-10, The International Statistical Classification of Diseases and Related Health Problems, tenth revision. The ICD-10 provides a structure of families or related disorders and breaks them down initially into many more categories than does the DSM-IV. Bipolar disorder is within the family of mood (affective) disorders. ICD-10 Listing - Mood Disorders Manic EpisodeHypomaniaMania without psychotic symptomsMania with psychotic symptomsOther manic episodesManic episode, unspecifiedBipolar Affective DisorderCurrent episode hypomanicCurrent episode manic without psychotic symptomsCurrent episode manic with psychotic symptomsCurrent episode mild or moderate depressionCurrent episode severe depression without psychotic symptomsCurrent episode severe depression with psychotic symptomsCurrent episode mixedCurrently in remissionOther bipolar affective disordersBipolar affective disorder, unspecifiedDepressive EpisodeMild depressive episodeModerate depressive episodeSevere depressive episode without psychotic symptomsSevere depressive episode with psychotic symptomsOther depressive episodesDepressive episode, unspecifiedRecurrent Depressive DisorderCurrent episode mildCurrent episode moderateCurrent episode severe without psychotic symptomsCurrent episode severe with psychotic symptomsCurrently in remissionOther recurrent depressive disorder sUnspecifiedPersistent Mood [Affective] DisordersCyclothymiaDysthymiaOther persistent mood [affective] disordersUnspecifiedOther Mood [Affective] DisordersUnspecified Mood [Affective] Disorder In addition to the two formally recognized diagnostic classifications outlined above, there are quite a few other descriptive systems to be found in the literature. Many of these have been developed by researchers for specific projects or presented as possible alternatives as more is learned about these disorders. One such classification system is that of Young and Klerman who distinguish between six subtypes of manic depression. Young and Klerman Subtypes Bipolar I - Mania and Major DepressionBipolar II - Hypomania and Major DepressionBipolar III - CyclothymiaBipolar IV - Antidepressant-Induced Hypo/maniaBipolar V - Major Depression with a family history of Bipolar DisorderBipolar VI - Unipolar Mania

Anglicism and Pseudo Anglicism in Germany

Anglicism, Pseudo-Anglicism, and Denglisch-lass Deutsch talken, dude! Just like in many other parts of the world, the Anglo-American impact on culture and daily life can also be witnessed in Germany. Movies, games, and music are mostly of American origin, but not only  are entertainment and media influenced by it but also the language. In Germany, this influence becomes obvious in many cases. Scientists of the University of Bamberg have found out that the use of Anglicisms in Germany has increased more and more over the last twenty years; talking about substantives, it has even doubled. Of course, this is not only the fault of Coca-Cola or The Warner Brothers but also an effect of the dominance of the English language as a way to communicate with the whole world. That is why many English words have made it into everyday use in Germany and within the German language. They are not all the same; some are just lent,  and others are completely made up. Its  time to take a closer look at Anglicism, pseudo-Anglicism, and Denglisch.   Lets first face the difference between Anglicisms and Denglisch. The  first one means just those words which were adopted from the English language, most of them meaning things, phenomena, or anything else without a German expression for it - or at least with no expression that is really used. Sometimes, this can be useful,  but sometimes, it is just excessive. For example, there are plenty of German words, but people just want to sound interesting by using English ones instead. That would be called Denglisch. Digital world Examples for Anglicisms in German can easily be found in the world of computers and electronics. Whereas in the 1980s, mostly German words were commonly  used to describe digital issues, today, most people use English equivalents. An example is the word Platine, meaning (circuit) board. Another one is the rather silly sounding expression Klammeraffe, a German word for the at  sign. Besides the digital world, you could also mention Rollbrett for skateboard. By the way, nationalists or even national socialists in Germany often refuse to use English words, even if they are really common. Instead, they use German equivalents nobody would ever use like Weltnetz instead of Internet or even Weltnetz-Seite (Website). Not only  does the digital world brings many new anglicisms to Germany, but also, business-related topics are more and more likely to be described in English than in German. Because of globalization, many companies think it makes them sound more international if they use E nglish expressions instead of German ones. It is rather common in many companies today to call the Boss  the CEO - an expression that was widely unknown twenty years ago. Many use titles like that for the whole staff. By the way, staff is also an example of an English word replacing a traditional German one - Belegschaft. English assimilation While substantives are rather easy to integrate into the German language, it gets a bit more difficult and also confusing when it comes to verbs. With the German language having rather complex grammar compared to English, it becomes necessary to conjugate them in everyday use. Thats where it becomes weird. Ich habe gechillt (I chilled) is just an everyday example of an Anglicism being used just like a German verb. Especially among young people, speech  patterns like this can often be heard. The language of the youth leads us to another similar phenomenon: translating English words or phrases word by word into German, making a calque. Many German words have English origins nobody would notice at first sight. Wolkenkratzer is just the German equivalent of skyscraper (though meaning cloud-scraper). Not only single words but also whole phrases have been translated and adopted, and they sometimes even replace the correct expression that also exists in German. Saying Das macht Sinn, mean ing That makes sense, is common, but it  just doesnt make sense at all. The right expression would be Das hat Sinn or Das ergibt Sinn. Nevertheless, the first one is silently replacing the others. However, sometimes, this phenomenon is even by intention. The verb gesichtspalmieren, mainly used by young Germans, doesnt really make sense to those who dont know the meaning of face palm - it is just a word-for-word translation into German. However, as a native  English speaker, the  German  language gets confusing when it comes to pseudo-anglicisms. Many  of  them  are  in use, and they all have one thing in common: They sound English, but they were made up by Germans, mostly because somebody wanted something to sound more international. Good examples are Handy, meaning cell phone, a beamer, meaning video projector, and Oldtimer, meaning classic car. Sometimes, this can also lead to embarrassing misunderstandings, for example, if some German tells you he or she is working as a Streetworker, meaning he  or  she is dealing with homeless  people or drug  addicts and doesnt know that it originally described a street prostitute. Sometimes, it can be useful to loan words from other languages, and  sometimes it just sounds silly. German is a beautiful language that can describe almost everything precisely and doesnt need to be replaced by another one - what do you think? Are anglicisms enriching  or unnecessary?

Advertising and Marketing Using Social Media - Itunes

Advertising and Marketing Using Social Media Introduction iTunes, also known as the iTunes Store, is a leading online store for digital media and online software. Apple Incorporation operates the store. Apple inc. is a leading computer manufacturer and marketer. The store opened in 2003 to become the major music vendors and online music provide in the United States. In the recent past, the store has been offering millions of e-books, videos, songs, and applications. The success of iTunes is attributed to its business strategy and ability to market itself online. The method of doing business is rather integrative such that it reduces the costs usually incurred in operations. This report explains the iTunes advertisement strategy and†¦show more content†¦iTunes Store has not been left behind when it comes to the use of different social media to promote its products to the targeted customers. To begin with, iTunes has a Facebook page whereby different visitors can like the page (Tan, 2009, p. 33). Whenever they like the page, the rece ive updates and new products, songs and video available from the online store. This has become possible for the store to advertise its business to the increasing number of users. The other approach is the creation of fun pages on Facebook and Twitter. Consumers can understand the store’s agenda and inform them about the new materials produced. The advertisement method has made it easier to get more customers (Soskin, 2010, p. 27). The development has resulted from the fact that the major visitors of social sites are the youths who comprise a greater percentage of the store’s potential customers. iTunes has created various pages for different products marketed at the store. This has helped to advertise the products thereby marketing them to new customers. The store has also embarked on a mission to update the Facebook visitors about the new developments, organizational strategies and offers provided by iTunes. The advertisement methods have informed more people about the business thereby emerging as a leading online marketer. The online store has used various pages and information to engage the fans and customers on Twitter and Facebook. This hasShow MoreRelatedThe Social Media Marketing Strategy Essay1262 Words   |  6 Pagesto be involved in social media marketing. Just two years ago this was almost an unheard of strategy, and just 5 years ago the concept of facebook, Twitter and other social media sites was completely foreign but to a select group of individuals. But we live in the age of rapid change! The rate of knowledge doubles just every two years now, and in just two years the rate of knowledge will double on an exponential scale! 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An Evaluation of the Effectiveness of Premiums Promotion, Limited Free Essays

string(162) " expanded in the introduction stage, sales volume should be quickly boosted in the growth stage, and customer loyalty should be maintained in the maturity stage\." Qing Lu 2111573 10 weeks Business M. Sc. International Business Permission given to use this project Word Count: 2824 An Evaluation of the Effectiveness of Premiums Promotion, Limited- time Discount and Loyalty Card Promotion—Based on Product Life Cycle 31 August 2012 Abstract In recent years, sales promotion tactics are extensively used to achieve different marketing targets. We will write a custom essay sample on An Evaluation of the Effectiveness of Premiums Promotion, Limited or any similar topic only for you Order Now The aim of this project is to analyze the effectiveness of premiums promotion, limited-time discount and loyalty card promotion according to the marketing targets in the first three phases of product life cycle, which can help companies maximize the effects of sales promotion. The specific marketing targets in the first three stages of product life cycle are discussed and the effective sales promotion tactics are analyzed, based on a rich literature about sales promotion. The potential risks in the implementation process need to be taken into account and the possible solutions are proposed to help companies reduce the unnecessary losses. This may be of interest to marketers, which intend to enhance the competitiveness of companies.   List of references Introduction As the competitive pressure on market increases, the studies on product life cycle are paid more and more attention by marketers in recent years. On one hand, product life cycle can direct companies to set the clear marketing target in each phase. On the other hand, it can help marketers select the effective sales promotion tactics to achieve each marketing target. The selection of sales promotion strategies in each stage of product life cycle seems to be of considerable importance in achieving different marketing targets. The study by Yeshin (2006) suggests that premiums promotion, limited-time discount and loyalty card promotion play marked roles in the first three stages of product. Moreover, it appears to be necessary for marketers to set the marketing targets in different stages of product life cycle, to select the effective means of sales promotion, and to be aware of possible solutions for dealing with potential risks. As Kotler and Armstrong (2001) point out, companies can induce customers to know, to use and to be loyal for their products by the effective means of sales promotion, even if customers may have different buying habits, product preference and purchase motivation. The purpose of this paper is to analyze the effectiveness of premiums promotion, limited-time promotion and loyalty card promotion according to the three marketing targets in the first three phases of product life cycles, which tends to help companies expand new product awareness, increase market share and maintain customer loyalty. Features nd marketing targets of the first three stages of product life cycle will first be presented. The reasons for the effectiveness of the three marketing tactics mentioned above will then be analyzed, with a focus on the three corresponding marketing targets. The limitations and the possible solutions will finally be discussed to help firms reduce the potential risks. 1. Features and Marketi ng Targets of Product Life Cycle When a new product is launched into market, it will go through four stages of product life cycle, which are introduction, growth, maturity, and decline (Kotler and Armstrong 2001). The first three stages, however, may be the optimal period at which the effect of sales promotion can be maximized. Therefore, features of the first three stages and the corresponding marketing targets will be discussed in the following subsections. 1. 1 Introduction stage Introduction stage refers to a period at which new products are first introduced into market (Ibid). In this phase, the growth of sales tends to be slow because much time and money need to be invested to attract the resellers, to inform customers of new products, and to encourage the trial (Ibid). In other words, customer demand for new products should be aroused in the introduction stage. As Bhasin (2011) points out, marketers should induce customers to accept new products, thus inspiriting their desires for these products. As a result, the marketing target in introduction stage appears to maximize new products awareness and to stimulate customers to try out new products. 1. 2 Growth stage Growth stage refers to a period at which new products are widely recognized in the market, and more and more customers are willing to follow their innovators (Kotler and Armstrong 2001). The market share is likely to be quickly expanded in this stage as long as marketers attempt to form a purchasing trend. According to the illustration by Bhasin (2011), growth stage offers the appropriate opportunity to markers to occupy more market share due to the high growth rate of sales. Hence, the marketing target in this phase should be to quickly boost sales volume, so as to create a customer trend that more new customers could be attracted to follow. 1. 3 Maturity stage It is widely agreed that sales in the maturity stage continue to grow at a relatively slow rate until it reaches the peak, which means the number of customers seems to maintain relatively stable (Kotler and Armstrong 2001, Janotta 2012). There is far less agreement, however, about customers’ purchasing behaviors in this phase. Yeshin (2006) concludes that it may be a competitive period in which the existing customers are likely to buy other brands. In fact, competitive products are likely to flood into the marketplace in the maturity stage, providing more options for customers. Thus, if the effective measures are not taken, companies would lose a portion of market share. Likewise, Bhasin (2011) also illustrates that fierce market competition probably occurs in the maturity stage because some competitors tend to drive down the prices under the cost, in order to draw the attention of customers. Namely, the risk of brand switching in this phase seems to be high, so the marketing target should be set to retain customer loyalty. In conclusion, the first three stages of product life cycle have their own features, so different marketing targets need to be set in different phases: new products awareness should be expanded in the introduction stage, sales volume should be quickly boosted in the growth stage, and customer loyalty should be maintained in the maturity stage. You read "An Evaluation of the Effectiveness of Premiums Promotion, Limited" in category "Papers" Then, effective sales promotion tactics will be analyzed in the next chapter, according to the marketing targets in the three phases. 2. Analysis of the Three Sales Promotion Tactics 2. 1 Premiums promotion for new product awareness Premiums promotion refers to free products or free services that can be obtained by customers in addition to the main purchase (Yeshin 2006). Gift promotion plays an important role in new product introduction. First of all, free gifts as incentives can encourage customers to try out new products as well as inform customers about new demand. For example, 200,000 Quattro for Women razors were given out as free gifts in American by Schick, which allowed Quattro to receive the recognition of most female customers (Pride and Ferrell, 2010). It seems that free gifts are effective to stimulate customers to generate interest in new products. Yeshin (2006), however, argues that premiums promotion may reduce the value of brand due to the possible hazard caused by the free gifts in the product contents. For example, in order to attract children, small toys are often inserted into snakes as premiums, which are likely to arouse the controversy about food security, thereby resulting in brand crises. Nevertheless, premiums still contribute to expand new products awareness. Pride and Ferrell (2010) illustrates that the Promotion Marketing Association’s Product Sampling Council, according to an investigation, showed that 92%of participators in this survey indicated that free samples motivated their trials for new products. Besides, the free experience as a kind of intangible gifts could allow customers experience multi-value such as relational, emotional and behavioral value, which increases brand popularity and affinity. As a case in point, the customers who buy the new item in Burger King could watch the latest Star Wars film for free (Yeshin 2006). Not only did the famous film expand the new item awareness, but also increased customers’ affection for Burger King. In fact, the reason why premiums promotion has a great appeal to customers tends to be that it gets hold of customers’ mentalities. According to the study by Yeshin (2006), customers usually get used to regarding themselves as the weaker end of the deal, so the free products or services as the compensatory gifts can incentivize customers. Consequently, premiums as incentives can benefit to expand new products awareness in the introduction stage. 2. 2 Limited-time promotion for quick boost to sales A promotional deadline is set for customers to ensure that the volume of sales can be boosted as soon as possible, which is called limited-time promotion (Reid and Bojanic 2010). The advantage of limited-time discount lies in a short-term surge in sales, which enables companies to rapidly grab market share in the growth phase. Limited-time discount seems to create a sense of excitement and competition and a tense atmosphere. Customers tend to be attracted by excitement that limited-time discount create. Or rather, what customers love may not be products themselves but the sense of getting a good deal. Kolb (2005) also indicates that even the customers with high wages like to feel that they are smart in this way. In addition, as this kind of discount is temporary, which will restore regular prices soon, it creates a threat to customers, aiming at stimulating them to make immediate purchase (Gaffney and Francis, 2009). Such a threat appears to take effect on rapidly increasing sales. According to Reid and Bojanic (2010), Marriott International, Hyatt Hotels and Resorts, and Hilton gave discounts to customers on weekends as so to quickly boost the volume of sale, which had gotten great success. Hence, if limited-time discount is used in the growth stage, market share can be quickly expanded by increasing sales in the short term. 2. 3 Loyalty card for customer loyalty Loyalty card is used to earn points for purchasing certain products or shopping at certain retailers. When customers collect enough points, these can be exchanged for money, goods or other offers (Kotler and Armstrong 2001). One of the main functions of loyalty card is to maintain the long-term relationship between customers and brands. It motivates customers to keep buying products with fixed brand, thus strengthening customers’ brand loyalty. A study by Lancaster and Massingham (2011) shows that Tesco owed its success in becoming the largest grocery supermarket retailer in Britain to introduction of loyalty card, since loyalty card was used to reward regular purchase, thus enhancing consumer loyalty to Tesco. Furthermore, loyalty card is felt to be effective in analyzing purchasing behaviors of the existing customers and directing enterprises to improve the operation of businesses, which thus benefits to build long-lasting relationship with existing customers. As Humby, Hunt and Phillips (2007) conclude, shopping habits, brand preference and economic capability of certain customer groups can be analyzed through loyalty card data, which contribute to firms to adjust marketing strategy. As a matter of fact, most marketers concern about customer loyalty in the maturity stage in that many competitive brands have piled into the market, which may lead customers to switch other brands. Liljenwall(2004) points out that it is difficult to be loyal for most products that customers purchase, even though many of them have brand preference for commodities. Indeed, they attempt to seek the best one by constantly changing brands. However, it seems that loyalty card reduces the risks of brand switching by offering discounts for regular purchases. When facing to different brands with same quality, customers usually would like to purchase fixed brand in return for discount. That is to say, loyalty card promotion can effectively maintain customer loyalty in the maturity stage. In conclusion, the three sales promotion tactics are effectively used to help companies to achieve the marketing targets in different phases: premiums promotion expands new products awareness in the introduction stage since this way could induce consumers to try out new items; limited-time promotion probably helps companies increase market share in the growth stage through boosting the volume of sales as soon as possible; loyalty card seems to be effective to maintain customer loyalty in the maturity stage because marketers would like to provide discount or gifts in return for regular purchase. Nonetheless, some potential risks may occur in the implementation. In order to maximize the effects of sales promotion on different phases of product life cycle, limitations and possible solutions of the three means of sales promotion will be discussed in the next main section. 3. Limitations and Possible Solutions 3. 1 Risks of premiums promotion There seems to be two limitations in premiums promotion. First, it is difficult for marketers to ensure that premiums or free samples are attractive enough to their target customers (Ace 2002). In the introduction stage, new products usually need to be widely aware, so if premiums cannot arouse customers’ interest, marketers may lose chances to convince customers to try out their new products. Second, the cost of premiums and the value that customers perceive should be balanced. As Yeshin (2006) illustrates, the low-cost premiums may be perceived as low quality, thus reducing the brand value of new products themselves, whereas free gifts with high quality often cost much. Hence, it is felt to be difficult for marketers to forecast the perceived value of premiums and to ensure that premiums can enhance new products reputation. 3. 2 Risks of limited-time discount Two possible limitations should be taken into account when limited-time discount is implemented. First, overusing limited-time discount probably shakes consumers’ decision for instant purchase in that they get used to waiting for discounts (Hendershot-Hurd 2007). As most customers are waiting for discount, it seems possible that the growth rate of sales becomes low in the growth stage. Second, if the time interval between the end of a limited-time discount and the start of the next limited-time discount is short, the perceived value of products may be reduced (Devlin, Ennew, McKechnie, and Smith 2007). In other words, Customers may regard the promotional price as the actual value. As a result, once restoring the original price, products may become unacceptable. 3. 3 Risks of loyalty card promotion The security of personal data caused by loyalty cards may lead to customer dissatisfaction (Janotta 2012). For example, customers probably regard loyalty cards as source of spamming, thereby refusing to use loyalty card; they may also feel that individual privacy is offended, which could directly decrease customer satisfaction and destroy customer loyalty; if rewards cannot satisfy customers, they are likely to lose interest in loyalty card. As Janotta (2012) concludes, loyalty card system often disappoints consumers because of unattractive rewards, harsh requirements for exchange, and time and place limit. 3. 4 Possible solutions With regard to the limitations above, the possible solutions are proposed by Yeshin (2006) and Kotler and Armstrong (2001) as follow: * A small quantity of premiums should be first used at the beginning of introduction stage for market test, and a mass of premiums or free samples should be then used to expand new products popularity. * Time limited discount should be reasonably used and the promotion cycle should be identified by market investigation * Integrated promotion replacing single promotion should be used to stimulate customers in the first three stages of product life cycle. These possible solutions enable companies to reduce the risks in the implementation, thereby avoiding the unnecessary losses. All in all, the risks of sales promotions should be considered by marketers. First, low attractiveness and low perceived value of premiums could reduce the interest of customers in new products. Second, overuse and short cycle of limited-time promotion tend to compel companies to cut prices in that customers may overly relay on discount and reject to purchase at the original price. Third, the invasion of privacy caused by loyalty cards can result in decreasing customer satisfaction since customers could feel to be offended. Furthermore, in terms of possible solutions, early market test on a small scale enables companies to adjust promotion strategies, appropriate promotion cycle probably stimulate customers to make instant purchase decision, and integrated promotion mode could make better use of the advantages of sales promotion and compensate for the disadvantages of each other. Conclusion Sales promotion tactics seems to be of considerable importance in achieving different marketing targets. This paper analyzed the effectiveness of three sales promotion tactics according to the three marketing targets mentioned above. First, premiums could encourage customers to try out new products, which are beneficial to expand new products popularity in the introduction stage. Second, limited-time promotion is used to increase sales as sons as possible, eventually occupying more market share in the growth stage. Third, loyalty card has great advantage in keeping long-term relationship with existing customers, which could reduce the risk of brand switching in the maturity stage by rewarding regular purchase. Nevertheless, it seems to be inevitable that the three sales promotion strategies have limitations. First of all, the quality and attractiveness of free gifts may directly influence the perceived values of new products. Furthermore, limited-time discount may stop products from restoring the original prices since customers prefer to wait for discounting. Finally, even if companies may obtain useful information about customers through analyses of loyalty card data, customer satisfaction is probably reduced due to the invasion of individual privacy. The possible solutions can be summarized as market test on a small scale, appropriate promotion cycle, and integrated promotion mode, which could reduce the risks above and maximize the effects of sales promotion. In discussing process in premiums promotion, limited-time discount and loyalty card promotion, it was conclude that the three tactics of promotion can be effective to help companies achieve the marketing targets in the first three phases, based on a rich literature about sales promotion. However, it should be noted that a detailed analysis of other tactics of sales promotion realizing different marketing targets is not involved in this paper and future work could be done in this area. This would mainly focus on online marketing and could help marketers enhance the competitiveness of online marketing by appropriate strategies of sales promotion. References Ace, C. (2002) Effective Promotional Planning for e-Business. Oxford: Butterworth-Heinemann Devlin, J. , Ennew, C. ,McKechnie, S. , and Smith, A. (2007) ‘A study of time limited price promotions’. Journal of Product amp; Brand Management 16 (4), 280 – 285 Gaffney, S. and Francis, C. (2009) Honesty Sells: How to Make More Money and Increase Business Profits. Hoboken: John Wiley amp; Sons Humby, C. , Hunt, T. , and Phillips, T. (2007) Scoring Points: How Tesco Continues to Win Customer Loyalty. London: Kogan Page Hendershot-Hurd, K. (2007) Beyond the Niche: Essential Tools You Need to Create Marketing Messages that  Deliver Results. Swindon: Acuminate Janotta, S. (2012) Loyalty Cards in the Apparel Retail Industry. Munich: Grin Verlag Kolb, B. M. (2005) Marketing for Cultural Organizations. London: Thomson Learning Kotler, P. and Armstrong, G. (2001) Principles of Marketing. Upper Saddle River: Prentice Hall Lancaster, G. and Massingham, L. (2011) Essen tials of MarketingManagement. Abingdon: Routledge Liljenwall, R. (2004) The Power of Point-of-Purchase Advertising: Marketing At Retail. Washington, DC: Point-Of-Purchase Advertising International   Pride, W. M. and Ferrell, O. C. (2010) Marketing. Stamford: Cengage Learning Reid, R. , D. and Bojanic, D. , C. (2010) Hospitality Marketing Management. Hoboken: John Wiley amp; Sons Yeshin, T. (2006) Sales Promotion. London: Thomson Learning How to cite An Evaluation of the Effectiveness of Premiums Promotion, Limited, Papers

An Evaluation of the Effectiveness of Premiums Promotion, Limited Free Essays

string(162) " expanded in the introduction stage, sales volume should be quickly boosted in the growth stage, and customer loyalty should be maintained in the maturity stage\." Qing Lu 2111573 10 weeks Business M. Sc. International Business Permission given to use this project Word Count: 2824 An Evaluation of the Effectiveness of Premiums Promotion, Limited- time Discount and Loyalty Card Promotion—Based on Product Life Cycle 31 August 2012 Abstract In recent years, sales promotion tactics are extensively used to achieve different marketing targets. We will write a custom essay sample on An Evaluation of the Effectiveness of Premiums Promotion, Limited or any similar topic only for you Order Now The aim of this project is to analyze the effectiveness of premiums promotion, limited-time discount and loyalty card promotion according to the marketing targets in the first three phases of product life cycle, which can help companies maximize the effects of sales promotion. The specific marketing targets in the first three stages of product life cycle are discussed and the effective sales promotion tactics are analyzed, based on a rich literature about sales promotion. The potential risks in the implementation process need to be taken into account and the possible solutions are proposed to help companies reduce the unnecessary losses. This may be of interest to marketers, which intend to enhance the competitiveness of companies.   List of references Introduction As the competitive pressure on market increases, the studies on product life cycle are paid more and more attention by marketers in recent years. On one hand, product life cycle can direct companies to set the clear marketing target in each phase. On the other hand, it can help marketers select the effective sales promotion tactics to achieve each marketing target. The selection of sales promotion strategies in each stage of product life cycle seems to be of considerable importance in achieving different marketing targets. The study by Yeshin (2006) suggests that premiums promotion, limited-time discount and loyalty card promotion play marked roles in the first three stages of product. Moreover, it appears to be necessary for marketers to set the marketing targets in different stages of product life cycle, to select the effective means of sales promotion, and to be aware of possible solutions for dealing with potential risks. As Kotler and Armstrong (2001) point out, companies can induce customers to know, to use and to be loyal for their products by the effective means of sales promotion, even if customers may have different buying habits, product preference and purchase motivation. The purpose of this paper is to analyze the effectiveness of premiums promotion, limited-time promotion and loyalty card promotion according to the three marketing targets in the first three phases of product life cycles, which tends to help companies expand new product awareness, increase market share and maintain customer loyalty. Features nd marketing targets of the first three stages of product life cycle will first be presented. The reasons for the effectiveness of the three marketing tactics mentioned above will then be analyzed, with a focus on the three corresponding marketing targets. The limitations and the possible solutions will finally be discussed to help firms reduce the potential risks. 1. Features and Marketi ng Targets of Product Life Cycle When a new product is launched into market, it will go through four stages of product life cycle, which are introduction, growth, maturity, and decline (Kotler and Armstrong 2001). The first three stages, however, may be the optimal period at which the effect of sales promotion can be maximized. Therefore, features of the first three stages and the corresponding marketing targets will be discussed in the following subsections. 1. 1 Introduction stage Introduction stage refers to a period at which new products are first introduced into market (Ibid). In this phase, the growth of sales tends to be slow because much time and money need to be invested to attract the resellers, to inform customers of new products, and to encourage the trial (Ibid). In other words, customer demand for new products should be aroused in the introduction stage. As Bhasin (2011) points out, marketers should induce customers to accept new products, thus inspiriting their desires for these products. As a result, the marketing target in introduction stage appears to maximize new products awareness and to stimulate customers to try out new products. 1. 2 Growth stage Growth stage refers to a period at which new products are widely recognized in the market, and more and more customers are willing to follow their innovators (Kotler and Armstrong 2001). The market share is likely to be quickly expanded in this stage as long as marketers attempt to form a purchasing trend. According to the illustration by Bhasin (2011), growth stage offers the appropriate opportunity to markers to occupy more market share due to the high growth rate of sales. Hence, the marketing target in this phase should be to quickly boost sales volume, so as to create a customer trend that more new customers could be attracted to follow. 1. 3 Maturity stage It is widely agreed that sales in the maturity stage continue to grow at a relatively slow rate until it reaches the peak, which means the number of customers seems to maintain relatively stable (Kotler and Armstrong 2001, Janotta 2012). There is far less agreement, however, about customers’ purchasing behaviors in this phase. Yeshin (2006) concludes that it may be a competitive period in which the existing customers are likely to buy other brands. In fact, competitive products are likely to flood into the marketplace in the maturity stage, providing more options for customers. Thus, if the effective measures are not taken, companies would lose a portion of market share. Likewise, Bhasin (2011) also illustrates that fierce market competition probably occurs in the maturity stage because some competitors tend to drive down the prices under the cost, in order to draw the attention of customers. Namely, the risk of brand switching in this phase seems to be high, so the marketing target should be set to retain customer loyalty. In conclusion, the first three stages of product life cycle have their own features, so different marketing targets need to be set in different phases: new products awareness should be expanded in the introduction stage, sales volume should be quickly boosted in the growth stage, and customer loyalty should be maintained in the maturity stage. You read "An Evaluation of the Effectiveness of Premiums Promotion, Limited" in category "Papers" Then, effective sales promotion tactics will be analyzed in the next chapter, according to the marketing targets in the three phases. 2. Analysis of the Three Sales Promotion Tactics 2. 1 Premiums promotion for new product awareness Premiums promotion refers to free products or free services that can be obtained by customers in addition to the main purchase (Yeshin 2006). Gift promotion plays an important role in new product introduction. First of all, free gifts as incentives can encourage customers to try out new products as well as inform customers about new demand. For example, 200,000 Quattro for Women razors were given out as free gifts in American by Schick, which allowed Quattro to receive the recognition of most female customers (Pride and Ferrell, 2010). It seems that free gifts are effective to stimulate customers to generate interest in new products. Yeshin (2006), however, argues that premiums promotion may reduce the value of brand due to the possible hazard caused by the free gifts in the product contents. For example, in order to attract children, small toys are often inserted into snakes as premiums, which are likely to arouse the controversy about food security, thereby resulting in brand crises. Nevertheless, premiums still contribute to expand new products awareness. Pride and Ferrell (2010) illustrates that the Promotion Marketing Association’s Product Sampling Council, according to an investigation, showed that 92%of participators in this survey indicated that free samples motivated their trials for new products. Besides, the free experience as a kind of intangible gifts could allow customers experience multi-value such as relational, emotional and behavioral value, which increases brand popularity and affinity. As a case in point, the customers who buy the new item in Burger King could watch the latest Star Wars film for free (Yeshin 2006). Not only did the famous film expand the new item awareness, but also increased customers’ affection for Burger King. In fact, the reason why premiums promotion has a great appeal to customers tends to be that it gets hold of customers’ mentalities. According to the study by Yeshin (2006), customers usually get used to regarding themselves as the weaker end of the deal, so the free products or services as the compensatory gifts can incentivize customers. Consequently, premiums as incentives can benefit to expand new products awareness in the introduction stage. 2. 2 Limited-time promotion for quick boost to sales A promotional deadline is set for customers to ensure that the volume of sales can be boosted as soon as possible, which is called limited-time promotion (Reid and Bojanic 2010). The advantage of limited-time discount lies in a short-term surge in sales, which enables companies to rapidly grab market share in the growth phase. Limited-time discount seems to create a sense of excitement and competition and a tense atmosphere. Customers tend to be attracted by excitement that limited-time discount create. Or rather, what customers love may not be products themselves but the sense of getting a good deal. Kolb (2005) also indicates that even the customers with high wages like to feel that they are smart in this way. In addition, as this kind of discount is temporary, which will restore regular prices soon, it creates a threat to customers, aiming at stimulating them to make immediate purchase (Gaffney and Francis, 2009). Such a threat appears to take effect on rapidly increasing sales. According to Reid and Bojanic (2010), Marriott International, Hyatt Hotels and Resorts, and Hilton gave discounts to customers on weekends as so to quickly boost the volume of sale, which had gotten great success. Hence, if limited-time discount is used in the growth stage, market share can be quickly expanded by increasing sales in the short term. 2. 3 Loyalty card for customer loyalty Loyalty card is used to earn points for purchasing certain products or shopping at certain retailers. When customers collect enough points, these can be exchanged for money, goods or other offers (Kotler and Armstrong 2001). One of the main functions of loyalty card is to maintain the long-term relationship between customers and brands. It motivates customers to keep buying products with fixed brand, thus strengthening customers’ brand loyalty. A study by Lancaster and Massingham (2011) shows that Tesco owed its success in becoming the largest grocery supermarket retailer in Britain to introduction of loyalty card, since loyalty card was used to reward regular purchase, thus enhancing consumer loyalty to Tesco. Furthermore, loyalty card is felt to be effective in analyzing purchasing behaviors of the existing customers and directing enterprises to improve the operation of businesses, which thus benefits to build long-lasting relationship with existing customers. As Humby, Hunt and Phillips (2007) conclude, shopping habits, brand preference and economic capability of certain customer groups can be analyzed through loyalty card data, which contribute to firms to adjust marketing strategy. As a matter of fact, most marketers concern about customer loyalty in the maturity stage in that many competitive brands have piled into the market, which may lead customers to switch other brands. Liljenwall(2004) points out that it is difficult to be loyal for most products that customers purchase, even though many of them have brand preference for commodities. Indeed, they attempt to seek the best one by constantly changing brands. However, it seems that loyalty card reduces the risks of brand switching by offering discounts for regular purchases. When facing to different brands with same quality, customers usually would like to purchase fixed brand in return for discount. That is to say, loyalty card promotion can effectively maintain customer loyalty in the maturity stage. In conclusion, the three sales promotion tactics are effectively used to help companies to achieve the marketing targets in different phases: premiums promotion expands new products awareness in the introduction stage since this way could induce consumers to try out new items; limited-time promotion probably helps companies increase market share in the growth stage through boosting the volume of sales as soon as possible; loyalty card seems to be effective to maintain customer loyalty in the maturity stage because marketers would like to provide discount or gifts in return for regular purchase. Nonetheless, some potential risks may occur in the implementation. In order to maximize the effects of sales promotion on different phases of product life cycle, limitations and possible solutions of the three means of sales promotion will be discussed in the next main section. 3. Limitations and Possible Solutions 3. 1 Risks of premiums promotion There seems to be two limitations in premiums promotion. First, it is difficult for marketers to ensure that premiums or free samples are attractive enough to their target customers (Ace 2002). In the introduction stage, new products usually need to be widely aware, so if premiums cannot arouse customers’ interest, marketers may lose chances to convince customers to try out their new products. Second, the cost of premiums and the value that customers perceive should be balanced. As Yeshin (2006) illustrates, the low-cost premiums may be perceived as low quality, thus reducing the brand value of new products themselves, whereas free gifts with high quality often cost much. Hence, it is felt to be difficult for marketers to forecast the perceived value of premiums and to ensure that premiums can enhance new products reputation. 3. 2 Risks of limited-time discount Two possible limitations should be taken into account when limited-time discount is implemented. First, overusing limited-time discount probably shakes consumers’ decision for instant purchase in that they get used to waiting for discounts (Hendershot-Hurd 2007). As most customers are waiting for discount, it seems possible that the growth rate of sales becomes low in the growth stage. Second, if the time interval between the end of a limited-time discount and the start of the next limited-time discount is short, the perceived value of products may be reduced (Devlin, Ennew, McKechnie, and Smith 2007). In other words, Customers may regard the promotional price as the actual value. As a result, once restoring the original price, products may become unacceptable. 3. 3 Risks of loyalty card promotion The security of personal data caused by loyalty cards may lead to customer dissatisfaction (Janotta 2012). For example, customers probably regard loyalty cards as source of spamming, thereby refusing to use loyalty card; they may also feel that individual privacy is offended, which could directly decrease customer satisfaction and destroy customer loyalty; if rewards cannot satisfy customers, they are likely to lose interest in loyalty card. As Janotta (2012) concludes, loyalty card system often disappoints consumers because of unattractive rewards, harsh requirements for exchange, and time and place limit. 3. 4 Possible solutions With regard to the limitations above, the possible solutions are proposed by Yeshin (2006) and Kotler and Armstrong (2001) as follow: * A small quantity of premiums should be first used at the beginning of introduction stage for market test, and a mass of premiums or free samples should be then used to expand new products popularity. * Time limited discount should be reasonably used and the promotion cycle should be identified by market investigation * Integrated promotion replacing single promotion should be used to stimulate customers in the first three stages of product life cycle. These possible solutions enable companies to reduce the risks in the implementation, thereby avoiding the unnecessary losses. All in all, the risks of sales promotions should be considered by marketers. First, low attractiveness and low perceived value of premiums could reduce the interest of customers in new products. Second, overuse and short cycle of limited-time promotion tend to compel companies to cut prices in that customers may overly relay on discount and reject to purchase at the original price. Third, the invasion of privacy caused by loyalty cards can result in decreasing customer satisfaction since customers could feel to be offended. Furthermore, in terms of possible solutions, early market test on a small scale enables companies to adjust promotion strategies, appropriate promotion cycle probably stimulate customers to make instant purchase decision, and integrated promotion mode could make better use of the advantages of sales promotion and compensate for the disadvantages of each other. Conclusion Sales promotion tactics seems to be of considerable importance in achieving different marketing targets. This paper analyzed the effectiveness of three sales promotion tactics according to the three marketing targets mentioned above. First, premiums could encourage customers to try out new products, which are beneficial to expand new products popularity in the introduction stage. Second, limited-time promotion is used to increase sales as sons as possible, eventually occupying more market share in the growth stage. Third, loyalty card has great advantage in keeping long-term relationship with existing customers, which could reduce the risk of brand switching in the maturity stage by rewarding regular purchase. Nevertheless, it seems to be inevitable that the three sales promotion strategies have limitations. First of all, the quality and attractiveness of free gifts may directly influence the perceived values of new products. Furthermore, limited-time discount may stop products from restoring the original prices since customers prefer to wait for discounting. Finally, even if companies may obtain useful information about customers through analyses of loyalty card data, customer satisfaction is probably reduced due to the invasion of individual privacy. The possible solutions can be summarized as market test on a small scale, appropriate promotion cycle, and integrated promotion mode, which could reduce the risks above and maximize the effects of sales promotion. In discussing process in premiums promotion, limited-time discount and loyalty card promotion, it was conclude that the three tactics of promotion can be effective to help companies achieve the marketing targets in the first three phases, based on a rich literature about sales promotion. However, it should be noted that a detailed analysis of other tactics of sales promotion realizing different marketing targets is not involved in this paper and future work could be done in this area. This would mainly focus on online marketing and could help marketers enhance the competitiveness of online marketing by appropriate strategies of sales promotion. References Ace, C. (2002) Effective Promotional Planning for e-Business. Oxford: Butterworth-Heinemann Devlin, J. , Ennew, C. ,McKechnie, S. , and Smith, A. (2007) ‘A study of time limited price promotions’. Journal of Product amp; Brand Management 16 (4), 280 – 285 Gaffney, S. and Francis, C. (2009) Honesty Sells: How to Make More Money and Increase Business Profits. Hoboken: John Wiley amp; Sons Humby, C. , Hunt, T. , and Phillips, T. (2007) Scoring Points: How Tesco Continues to Win Customer Loyalty. London: Kogan Page Hendershot-Hurd, K. (2007) Beyond the Niche: Essential Tools You Need to Create Marketing Messages that  Deliver Results. Swindon: Acuminate Janotta, S. (2012) Loyalty Cards in the Apparel Retail Industry. Munich: Grin Verlag Kolb, B. M. (2005) Marketing for Cultural Organizations. London: Thomson Learning Kotler, P. and Armstrong, G. (2001) Principles of Marketing. Upper Saddle River: Prentice Hall Lancaster, G. and Massingham, L. (2011) Essen tials of MarketingManagement. Abingdon: Routledge Liljenwall, R. (2004) The Power of Point-of-Purchase Advertising: Marketing At Retail. Washington, DC: Point-Of-Purchase Advertising International   Pride, W. M. and Ferrell, O. C. (2010) Marketing. Stamford: Cengage Learning Reid, R. , D. and Bojanic, D. , C. (2010) Hospitality Marketing Management. Hoboken: John Wiley amp; Sons Yeshin, T. (2006) Sales Promotion. London: Thomson Learning How to cite An Evaluation of the Effectiveness of Premiums Promotion, Limited, Papers