3023_ch16_net - Sales Promotion and Personal Selling...

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Sales Promotion and Personal Selling
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Learning Objectives 1. Sales promotion 2. Consumer sales promotion 1. Trade sales promotion 2. Personal Selling 3. Relationship vs. Traditional Selling 4. Steps of the Selling Process 5. Sales Management
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Learning Objective Define and state the objectives of sales promotion 1 1
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Sales Promotion Sales Promotion Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. 1
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Uses of Sales Promotion 1 Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty
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Objectives of Sales Promotion Type of Buyer Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired Results 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 Sales Promotion Examples Examples 1
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Learning Objective Discuss the most common forms of consumer sales promotion 2 2
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Tools for Consumer Sales Promotion Coupons and Rebates Premiums Loyalty Marketing Programs Sampling Point-of-Purchase Promotion 2
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Loyalty Marketing Program Frequent Buyer Program A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. A loyalty program in which loyal consumers are rewarded for making multiple purchases. Tools for Consumer Sales Promotion 2
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Contest Sweepstakes Promotions that require skill or ability to compete for prizes. Promotions that depend on chance or luck, with free participation. Tools for Consumer Sales Promotion 2
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A promotional program that allows the consumer the opportunity to try a product or service for free. Tools for Consumer Sales
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3023_ch16_net - Sales Promotion and Personal Selling...

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