Vertriebsförderung

Vertriebsförderung, also known as sales promotion, refers to a set of marketing activities that stimulate consumer demand for a product or service. It is a broad category that encompasses various short-term incentives designed to encourage purchase or trial. The primary goal of Vertriebsförderung is to generate immediate sales or increase market share by influencing consumer behavior.

Common forms of Vertriebsförderung include price reductions, discounts, coupons, buy-one-get-one-free offers, and contests or sweepstakes. These tactics aim to create a sense of urgency or added value for the consumer, prompting them to make a purchase decision sooner rather than later. Loyalty programs, which reward repeat customers, also fall under the umbrella of sales promotion.

Sales promotion can be targeted at different audiences. Consumer promotions are aimed directly at end-users, while trade promotions are directed at intermediaries in the distribution channel, such as wholesalers and retailers. Trade promotions might involve offering incentives to stock more products, provide prominent display space, or advertise the product.

When used strategically, Vertriebsförderung can be an effective tool for boosting sales, clearing inventory, introducing new products, or combating competitor activities. However, it is important to note that over-reliance on price-based promotions can sometimes devalue a brand or lead to a focus on short-term gains at the expense of long-term brand building. Therefore, it is typically used in conjunction with other marketing strategies like advertising and public relations.