What are the two main categories of Point-of-Purchase promotions? ...

[ghost!]

What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.

Question 2

What is the difference between a consumer market and a business market? Give an example of each. Then describe how business markets are segmented, and use your example to explain your answer.

[nyrave]

Answer to Question 1

The two main categories of point-of-purchase promotions are short-term promotional displays (in place for six months or less) and permanent long-term promotional displays (in place for more than six months). The various P-O-P formats used by retailers are:
Window and door signage - which includes any sign that identifies or advertises a company or brand.
Shelf talker - which is a printed card or sign mounted on or under a shelf. Interactive unit - which is a computer-based kiosk dispensing product information, recipes, or coupons.
Aisle directory - which is the list or map that depicts contents of a store aisle and provides space for an ad message.
Retail digital signage - which includes video displays mounted on ceilings or walls, set as end-of-aisle caps, or given strategic shelf placement.

Answer to Question 2

Consumer markets are basically made up of individuals, or householdsthose markets for products and services that are purchased by people or their families and housemates to fulfill various personal needs.
Business markets are made up of institutional and industrial buyers who purchase items, parts, equipment, supplies, or other materials to be used in the production of other goods and services, which are then resold to other businesses or directly to households.
Business markets can be segmented in some ways similar to the methods used for consumer markets, such as analyzing their usage rates and geographic locations. But some methods used for consumerssuch as psychographic or lifestyle segmentation normally do not translate well to business buyers. Instead, simple sales-related methods are often used, such as identifying business markets based on their stage in the
purchase process. In this way, potential prospects, first-time buyers, or those new to the market or industry can be targeted differently than long-standing business customers, and can be specifically addressed by the company's advertisements and promotions.