Ch. 18 Sales Promotions and Personal Selling Student Version

Ch. 18 Sales Promotions and Personal Selling Student...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
© 2011 Robert H. Smith School of Business University of Maryland Chapter 18: Sales Promotions & Personal Selling (Company Sales Reps) Professor Whitney Fall 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
© 2011 Robert H. Smith School of Business University of Maryland What are Sales Promotions? Mostly Short Term Incentive Mostly Short Term Incentive Beyond basic product Beyond basic product benefits benefits Changes perceived value Changes perceived value Stimulates action Stimulates action induces purchase by induces purchase by trade trade & & end customers end customers provides provides sales force sales force extra extra incentive to use in sales incentive to use in sales presentation and helps build presentation and helps build relationships relationships
Background image of page 2
© 2011 Robert H. Smith School of Business University of Maryland Capabilities of Sales Promotions ales Promotions… les Promotions… CAN CAN * Stimulate a sales increase Stimulate a sales increase temporarily temporarily CAN’T CAN’T Overcome poor positioning Overcome poor positioning Overcome low awareness Overcome low awareness Overcome a low quality Overcome a low quality product or one not satisfying product or one not satisfying customer needs customer needs Overcome ineffective sales reps Overcome ineffective sales reps
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
University of Maryland Consumer Product Sales Promotion vs. Advertising Budgeting Historically Split between sales promotions and advertising was 60% advertising/40% sales promotions Now Concern Ads have long term focus….to build brand equity Sales promotions may damage brand equity Increased focus on pricing May lower perceived quality and brand reputation
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 15

Ch. 18 Sales Promotions and Personal Selling Student...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online