In a competitive industry that faces so many different challenges and where only the strong are sure to survive, the opportunities for effective incentives are endless. As the industry is forced into a globally competitive position the demand will be there that every member of staff at a manufacturing plant, dealership or a parts-sales shop contribute more effectively. Performance Improvement plans will be an effective tool in this process. Digital communications Faxes and modem links are already entrenched in most motor manufacturer to dealer communications. The next step will be putting incentives on-line through the Internet with immediate, personalised communications, live award ordering and online catalogues.
Incentive marketing is an important part of the marketing mix.
Incentive management will become equally important.