文档介绍：Sales Promotion and Personal Selling
Sales Promotion and
Personal Selling
chapter
14
Prepared by
Deborah Baker
Texas Christian University
Learning Objectives
chapter
14
11>. Define and state the objectives of sales promotion.
2. Discuss the mon forms of consumer sales promotion.
3. List the mon forms of trade sales promotion.
Learning Objectives (continued)
chapter
14
4. Describe personal selling.
5. Discuss the key differences between relationship selling and traditional selling.
6. List the steps in the selling process.
7. Describe the functions of sales management.
Learning Objective
1
Define and state the
objectives of sales promotion.
Sales Promotion
1
munication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
Sales Promotion
Consumer Sales Promotion
Trade
Sales Promotion
Sales Promotion
Targets
1
Uses of Sales Promotion
Immediate Purchases
Increase Trial
Boost consumer inventory
Encourage repurchase
Increase ad effectiveness
Encourage brand switching
Uses
of
Sales
Promotion
Encourage brand loyalty
1
Objectives of Sales Promotion
1
Type of Buyer
Loyal Customers
Competitor’s
Customers
Brand Switchers
Price Buyers
Desired Results
Reinforce behavior
Increase consumption
Change 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
Learning Objective
2
Discuss the mon forms
of consumer sales promotion.
Tools for
Consumer Sales Promotion
Coupons and Rebates
Premiums
Loyalty Marketing Programs
Contests & Sweepstakes
Sampling
Point-of-Purchase Promotion
Popular Tools
for
Consumer Sales
Promotion
2
Tools for
Consumer Sales Promotion