Final answer:
A marketing program designed to encourage repeat purchases can include strategies like money-back guarantees and tying sales. These techniques build customer confidence and can lead to increased sales, but tying sales are controversial due to limiting consumer choice.
Step-by-step explanation:
A marketing program that entices the customer to repeat purchases usually involves strategies such as reward programs, contests, and raffle promos. One such strategy in the goods market is the offering of a money-back guarantee, which serves as a promise of quality. This is particularly crucial for online sales and mail-order catalogs where the customer cannot physically inspect the product before buying. It instills confidence in the customer to make a purchase, even when they are unsure about keeping the item.
Another controversial strategy is tying sales, where a purchase of one product is contingent on the purchase of another. For example, a store may require the purchase of a particular portable TV model to buy a popular DVD. Such practices can limit consumer choice and have been a point of contention as they may force consumers to buy unwanted or unnecessary products.