chp 17 - Raven Boston Mr Neher MKT 3331-03 November 7 2011...

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Raven Boston Mr. Neher MKT 3331-03 November 7, 2011 Chapter 17 A. What is the role of sales promotion in the marketing mix? According marketing, positioning is number one in the marketing mix, followed by promotion. Sales promotion includes marketing activities other than personal selling, advertising, and publicity designed to enhance consumer purchasing and dealer effectiveness. Personal selling is the process of seller’s person-to-person promotional presentation to a buyer. The sales process essentially is interpersonal, and it is basic to any enterprise. There are four types of consumer-oriented sales promotions including coupons, refunds, samples, bonus packs, premiums, contests, sweepstakes, and specialty advertising. Sales promotion is simply to keep loyal customer. B. What is the objective of consumer oriented sales promotion and explain 3 examples. Consumer oriented sales promotions encourage repurchase by rewarding current customers, boosting sales of complementary products, and increasing impulse purchases.
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