Executive summary and implications for managers and executives

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Executive summary and implications for managers and executives

机译：执行摘要及其对经理和主管的影响

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This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present. The distribution of coupons or vouchers in the USA has soared to an extent that 367 billion were circulated in 2009. However, despite reaching this record level, the redemption rate is still lower than 1 percent. Coupons have become ubiquitous and consumers receive them through various channels, including in-store, online and mobile technology. For several decades, marketers and industry insiders have endeavored to acquire the knowledge needed to improve response rates to voucher campaigns. That the discount offered or the face value of coupons drive redemption is one conclusion to emerge through this research. Other significant factors include the distribution media, volume of coupons delivered and how coupon redemption is perceived by retail staff.

机译：提供此摘要是为了使经理和行政人员可以快速理解本文的内容。那些对所涉及的主题特别感兴趣的人可以阅读这篇文章，以充分利用所进行的研究及其结果的更全面描述，以充分利用现有材料。 2009年，美国的优惠券或代金券发行量激增至3670亿张。尽管达到了这一创纪录水平，赎回率仍低于1％。优惠券已无处不在，消费者通过各种渠道（包括店内，在线和移动技术）获得优惠券。几十年来，营销人员和行业内部人士一直在努力获取所需的知识，以提高对优惠券活动的响应率。通过提供折扣或优惠券的面值来驱动赎回是通过这项研究得出的一个结论。其他重要因素包括发行媒体，交付的优惠券数量以及零售人员如何感知优惠券兑换。

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《Journal of Consumer Marketing》 |2011年第5期|p.288-289|共2页
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Executive summary and implications for managers and executives

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