Ch. 18 Sales Promotions and Personal Selling Student Version

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

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© 2011 Robert H. Smith School of Business University of Maryland Chapter 18: Sales Promotions & Personal Selling (Company Sales Reps) Professor Whitney Fall 2011
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© 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
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© 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
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© 2011 Robert H. Smith School of Business 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
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