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Buyers can be very quick to make purchases without thinking about the consequences when a product is perceived to be a good deal. [2] Therefore, sales companies "increasingly implement promotional campaigns that will be effective in triggering consumer impulse buying behavior" to increase sales and profits [2]
The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations or creation of a corporate image. [2] The term 'promotion' tends to be used internally by the marketing function.
According to Jay Levinson, guerrilla marketing emphasizes strongly on customer follow-up rather than ignoring customers after their purchase. Focusing on customer follow-up is a cheaper strategy because the cost of selling to a new customer is six times higher than selling to an existing customer.