Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling 2011-2012.

Slides:

Advertisements

Similar presentations

16 MKTG CHAPTER Lamb, Hair, McDaniel

Advertisements

Sales Promotion.

Sales Promotion and Personal Selling

©2003 South-Western Chapter 14 Version 3e1 chapter Sales Promotion and Personal Selling 14 Prepared by Deborah Baker Texas Christian University.

Intro to Marketing Mr. Bernstein Sales Promotions November 1, 2013.

CHAPTER 18 Sales Promotion and Personal Selling

Chapter Chapter 21:Public Relations and Sales Promotions.

Sales Promotion Planning Sales Promotion Programs.

Chapter 15 Sales Promotions.

Sales Promotion, Events, and Sponsorships

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling © iStockphoto.com/Terry.

Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.

Sales Promotion Sales Promotion What is the difference between advertising and sales promotion? Advertising provides a reason to buy, and sales.

4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 8.

Influencing Consumer Behaviors Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 10.

Chapter 16Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes Chapter 16: Sales Promotion and Personal.

Sales Promotion Chapters 18, 19

Advertising, Public Relations, and Sales Promotion

Chapter 17 promotional concepts and strategies Section 17.1

Sales Promotion and Public Relations (15) MAR 331.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Sales Promotion 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling

1 Chapter 18: Sales Promotion and Personal Selling Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd. Copyright.

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling

Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.

Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 18: Sales Promotion and Personal Selling Designed & Prepared by Laura Rush B-books, Ltd.

Sales Promotion Marketing Co-Op.

Definition Salesperson

Professor Chip Besio Cox School of Business Southern Methodist University.

Lamb, Hair, McDaniel Chapter 17 Personal Selling and Sales Management © Cengage Learning All Rights Reserved.

Outline Sales promotion Customer and trade promotions Promotions that cross the lines Promotion strategies Chapter 15 Sales Promotion.

Integrated Marketing Communications

Sales Promotion, Events, and Sponsorships

1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 18 Sales Promotion and Personal Selling Prepared.

Copyright © 2012 Pearson Canada Inc Personal Selling And Sales Promotion Chapter 13.

1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.

1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 16 Promotional Planning for Competitive Advantage.

Personal Selling and Sales Management

Chapter 18 Sales Promotion and Personal Selling

Sales Promotion and Personal Selling

1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 18 Sales Promotion and Personal Selling Prepared.

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 1 An Overview of Marketing © WINDSOR &

Chapter 16Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Lamb, Hair, McDaniel Sales Promotion and.

Chapter 16Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared.

18-1Copyright 2000 Prentice Hall Chapter 18 Sales Promotion, Public Relations, and Personal Selling.

1Chap. 16 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Sales Promotion and Personal Selling Prepared by Deborah Baker Texas Christian.

MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Sales Promotion “Activity that provides special incentives.

Sales Promotion & PR. Sales Promotions Incentives Build excitement Encourage trial/purchase – Sometimes encourage repeat purchase Behavior driven – Not.

Sales Promotion Promotional activity other than advertising, personal selling, and publicity which stimulates consumer purchases.

Sales Promotion. An Extra Incentive to Buy A Tool to Speed up Sales An Extra Incentive to Buy A Tool to Speed up Sales Targeted to Different Parties “A.

Sales and Promotions. Learning Objectives 1.Define and state the objectives of sales promotion 2. Discuss the most common forms of consumer sales promotion.

Marketing 16 Sales Promotion & Personal Selling Sales Promotions and Personal selling Sales Promotion Objectives Sales Promotion Objectives.

Chapter 17 Personal Selling and Sales Promotion

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T.

Chapter 12 Copyright ©2013 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling

Influencing Consumer Behaviors

Copyright © Houghton Mifflin Company. All rights reserved. 18–1 What Is Personal Selling? Personal Selling –Paid personal communication that informs customers.

Chapter 16 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Sixteen Personal Selling and Sales Promotion.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 16 Sales Promotion and Personal Selling Prepared by Deborah.

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 16 Sales Promotion: Intensifying Consideration Key Points: How do sales promotions.

Sales Promotion & Personal Selling Principles of Marketing.

12-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 12 Promotions.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 8.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Public Relations, Sales Promotion, and Personal Selling.

CHAPTER 18 Sales Promotion and Personal Selling

Presentation transcript:

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling © iStockphoto.com/Terry J Alcorn

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2 Sales Promotion LO 1

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3 Sales Promotion AdvertisingReason to buy Sales PromotionIncentive to buy LO 1

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4 Objectives of Sales Promotion Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired Results Reinforce behavior Increase consumption Change purchase timing Break loyalty Persuade to switch Persuade to buy your brand more often Appeal with low prices Supply added value Sales Promotion Examples Loyalty marketing Bonus packs Sampling Sweepstakes, contests, premiums Price-lowering promotion Trade deals Coupons, price-off packages, refunds Trade deals LO 1

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5 Tools for Consumer Sales Promotion LO 2 Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Online Sales Promotion

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6 Trade Sales Promotion Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows LO 3

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7 Describe personal selling Personal Selling LO 4

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8 Advantages of Personal Selling

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9 LO 4 Exhibit 18.2 Comparison of Personal Selling and Advertising/Sales Promotion

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10 Relationship Selling Relationship (Consultative) Selling LO 5

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11 LO 5 Exhibit 18.3 Key Differences between Traditional Selling and Relationship Selling SOURCE: Robert M. Peterson, Patrick L. Schul, and George H. Lucas, Jr., “Consultative Selling: Walking the Walk in the New Selling Environment,” National Conference on Sales Management, Proceedings, March 1996.

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12 The Consultative Salesperson Product or service Customers Competition Industry Salesperson must know everything about... Salesperson must know everything about... LO 6

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13 Beyond the Book Chapter 18 Videos Vans – Sales Promotion and Personal Selling How does Vans use giveaways and contests to market its products? Why do these strategies work so well for Vans? k_content/ _lamb/company_c lips/ch18.html

Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14 Beyond the Book Part 5 Videos Promotion and Communication Strategies k_content/ _lamb/part_videos /part05.html