ISHS Acta Horticulturae 247: Research and Development Conference on Vegetables, the Market and the Producer
CONSUMER SERVICING - PROMOTION |
| Author: | G. Pearce |
| Abstract:
Product promotion is an essential, conspicuous, often expensive and sometimes controversial part of a Marketing Program. Promotion is also difficult to do well. In this paper successful and unsuccessful examples of vegetable promotion are cited. Practical guidelines for effective promotion are drawn from these examples. Guidelines discussed include: customer listening; objective setting; targetting; quality assurance; product availability; innovation; communication of product benefits; and evaluation. In order to effectively promote vegetable products certain guidelines must be followed in the planning and execution of promotional activity. | |
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