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Published byMaximilian Parker Modified over 9 years ago
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Define sales promotion and its purposes Trade promotions vs. consumer sales promotions Identify types of trade promotions and consumer sales promotions Define personal selling and its purposes Distinguish between order-takers and order-getters
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strategies used to stimulate the customer to take action
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stimulate purchases inform customers about products create a positive business image increase business traffic.
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Sales promotion activities designed to gain support for a product from: manufacturers wholesalers retailers
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Slotting allowance – cash premium paid to retailer by manufacturer for cost of putting product on shelf Buying allowance – similar to quantity discount – encourages the purchase of more Trade shows and conventions Sales incentives – awards given for meeting quotas for certain products or product lines
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Efforts designed to increase store traffic and to encourage product sales Red tag sale 30% off
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Premiums: prizes or rewards for purchase ◦ Coupons (most popular) ◦ Factory packs: gifts in packages ◦ Trading stamps ◦ Rebates (with proof of purchase) Contests (games of skill) Sweepstakes (games of chance) Product samples (no purchase necessary) mail, door-to-door, stores, trade shows
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Licensing – Organizations allow their logo, trademark, etc. to be used to promote another product Promotional tie-ins – Arrangements between retailers and mfrs to promote products
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Communicating with customers directly by making oral sales presentations. Completing the sale
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Order-taking personnel ◦ Cashiers ◦ Counter clerks ◦ Sales associates Order-getting personnel ◦ Professional sales ◦ Industrial sales ◦ Extensive training involved ◦ Higher-priced items
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What is the purpose of sales promotion? How do trade promotions differ from consumer sales promotions? Give some examples of consumer sales promotions. What are the 2 types of personal selling? How do they differ?
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