B. Coupons 1. A coupon is a document that allows customers to buy a product at a specific discount. Coupons encourage customers to try new products, to switch from competing products, and to continue buying products. Although 327 billion manufacturer coupons are issued yearly, fewer than 8 billion are redeemed by customers. To increase redemption rates, marketers are learning to target customers by sending coupons to past users and those who live near them.
Marketers get coupons to customers in a variety of ways.
Issuing coupons inside the store has become increasingly popular because it reaches consumers when and where they make purchasing decisions. Couponing is not as popular around the world as it is in the U.S. C. Samples 1. A sample is a good or service offered free or at a very low price to encourage customers to experience its benefits. People who have sampled a good or service are better able to experience its superiority. Sampling is a must in some hotly competitive markets.