Chapter 18 - Day 28 - Student

Chapter 18 - Day 28 - Student - CHAPTER 18 Sales Promotion...

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CHAPTER 18 Sales Promotion  and Personal Selling © iStockphoto.com/Terry J Alcorn
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LO 1 Define and state the objectives of  sales promotion LO 2 Discuss the most common forms of  consumer sales promotion  LO 3 List the most common forms of trade  sales promotion  Learning Outcomes
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LO 4 Describe personal selling  LO 5 Discuss the key differences between  relationship selling and traditional  selling LO 6 List the steps in the selling process Learning Outcomes
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Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short- term incentive motivates a purchase. Sales Promotion sales promotion  is utilized to increase the   effectiveness of other promotional efforts
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Sales Promotion End Consumers Trade  Customers Company Employees  Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons B2C B2B Internal  Marketing
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Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Sales Promotion Usually indirect and impersonal Moderate to low Little to moderate Varies Mostly one-way Yes Yes Fast Same message to varied target Characteristics of the Elements in the Promotional Mix a short-term incentive that motivates a purchase
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Sales Promotion Advertising Reason to buy Sales Promotion Incentive to buy Sales promotion provides an incentive for consumers to  purchase a good or service immediately,  either by lowering the price  or  by adding value.
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AIDA Concept and Sales Promotion Model that outlines the process for  achieving promotional goals in  terms of stages of consumer  involvement with the message. A ttention I nterest D esire A ction AIDA Concept A ttention I nterest D esire A ction Advertising Public Relations Sales Promotion Personal Selling
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Sales Promotion  is Targeted to  Two Different Markets Consumer Sales Promotion Trade Sales Promotion Consumer market Marketing channel Drive immediate purchase Influence behavior Goal not attitude sales promotion activities targeting the ultimate consumer. sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer.
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Objectives of Sales Promotion Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Loyal Customers Competitor’s Customers Brand Switchers Desired Results Reinforce behavior Increase consumption Change purchase 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
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This note was uploaded on 02/12/2012 for the course SCM 301 taught by Professor Montabon during the Spring '11 term at Iowa State.

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Chapter 18 - Day 28 - Student - CHAPTER 18 Sales Promotion...

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