Chapter 18_Sales Promotion and Personal Selling

Chapter 18_Sales Promotion and Personal Selling - Lamb,...

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1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling 2010-2011
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2 LO 1 Define and state the objectives of sales promotion LO 2 Discuss consumer sales promotion LO 3 Discuss forms of trade sales promotion LO 4 Describe personal selling LO 5 Dis cus s the key differences between relations hip s elling and traditional s elling LO 6 Lis t the s teps in the s elling proces s Learning Outcomes Learning Outcomes
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3 Define and state the objectives of sales promotion Sales Promotion Sales Promotion LO 1
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4 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 LO 1
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5 Sales Promotion Advertising Reason to buy Sales Promotion Incentive to buy LO 1 Double Jeopardy of Sales Promotions
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6 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 purchase 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 Loyalty marketing Bonus packs Sampling Sweepstakes, contests, premiums Price-lowering promotion Trade deals Coupons, price-off packages, refunds Trade deals LO 1
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7 REVIEW LEARNING OUTCOME The Objectives of Sales Promotion LO 1
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8 Tools for Consumer Sales Promotion Coupons and Rebates Coupons and Rebates Premiums
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Chapter 18_Sales Promotion and Personal Selling - Lamb,...

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