Sale promotion - Sales Promotion Technique Trang Fay Axia College of University of Phoenix We usually see the ads like"Scratch the card and win a

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Sales Promotion Technique Trang Fay Axia College of University of Phoenix
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We usually see the ads like “Scratch the card and win a prize” or “buy one get one free”, this is what we call sales promotion. Sales promotion is a part of the P in the marketing mix (4Ps). Unlike advertising and personal selling, sales promotion purposes are to boost up sales in period time (short- term), to introduce a new product, to attract the new customers, or to meet the challenge of competitors. These sales promotions are just available in certain times of the year. Sales promotion directs toward two directions which are trade sales promotion, and consumers sales promotion. Trade sales promotion includes discounts and deals; and increasing industry visibility. Consumers sales promotion consist of price-based and attention-getting techniques. Discount and deal is a form of trade promotion. It is called price break. The producers reduce the prices to the retailers and wholesalers based on the volume of product order. The purpose is to encourage the retailers and wholesales to stock more products. However, there is another negative issue. The retailers or wholesales tend to stock as much as they can during sales promotion time. Later, they resell to other retailers with the price lower than manufactures price but higher then what they paid. Increasing industry visibility is another trade promotion. There are three sales promotion techniques used to increase visibility. They are (1) trade shows used to introduce a new products. The fairs or exhibits are organized in local, region, or international where the manufactures can meet many people from different regions, or countries. It is a chance for the manufacturers to demonstrate the products, explain how special and useful products are. (2)
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This note was uploaded on 02/10/2010 for the course AAAA0LTUB1 MKT/230 taught by Professor Edwardmanns during the Spring '10 term at University of Phoenix.

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Sale promotion - Sales Promotion Technique Trang Fay Axia College of University of Phoenix We usually see the ads like"Scratch the card and win a

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