○ Encourages current consumers to consume more if the sweepstakes form appears inside the packaging or with the product. ● Samples: ○ Sampling: Offers potential customers the opportunity to try a product or service before they make a buying decision. ○ Sample is one of the most costly sales promotion tools but also one of the most effective. ● Loyalty Programs: Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. ● Point-of-Purchase Displays: ○ A merchandise display located at the point of purchase, such as the checkout counter in a grocery store. ○ The key to a successful POP is to make the display “pop out” in a crowded store. ● Rebates: A particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer. Trade Channel Sales Promotions ● Discounts and Allowances: ○ Effective incentives used to maintain or increase inventory levels in the distribution channel.. ● Co-operative Advertising: ○ Helps to compensate trade channel members for money they spend promoting products and encourages them to feature products more often. ● Sales Force Training: ○ Because retailers have contact with end consumers and are ultimately responsible for selling the products they carry, manufacturers may offer to train the retailer’s sales staff. Using Sales Promotion Tools ● Marketers must be careful in their use of promotions, especially those that focus on lowering prices. ● Pop-up stores: Temporary storefronts that exist for only a limited time and generally focus on a new product or a limited group of products offered by a retailer, manufacturer, or service provider; give consumers a chance to interact with the brand and build brand awareness. ● Cross-promoting: Efforts of two or more firms joining together to reach a specific target market. Personal Selling The Scope and Nature of Personal Selling ● Personal selling is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision. ● Personal selling can take place in various situations: face to face, via video teleconferencing, on the telephone, or over the internet. ● Professional selling can be a satisfying career for several reasons:
○ Many people love the lifestyle ○ The variety of the job often attracts people to sales ○ Professional selling and sales management can be a very lucrative career. ○ Salespeople are the front-line emissaries for their firm, they are very visible to management. The Value added by Personal Selling ● Sales People Build Relationships: ○ Relationship selling: A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all aprties.
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- Fall '12
- Marketing, Customers