Topic sales promotion sales promotion mix kinds of promotion
11.2 Marketing a Small Business Personal Sales Promotion presentation 5
description
Transcript of 11.2 Marketing a Small Business Personal Sales Promotion presentation 5
![Page 1: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/1.jpg)
Promotional activity other than advertising, personal selling, and publicity which stimulates consumer purchases
Sales PromotionSales Promotion
![Page 2: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/2.jpg)
•Contests•Coupons
•Demonstrations•Exhibits
•Fashion shows•Free samples•Trade shows
Examples of Sales Examples of Sales Promotion ActivitiesPromotion Activities
![Page 3: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/3.jpg)
Objectives of Sale Promotion
1. Increase demand and stimulate sales
2. Inform customers about new and/or improved products
3. Create positive business image
![Page 4: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/4.jpg)
Types of Sale Promotion
– Trade Promotion• Designed to promote to businesses instead of
consumers.
– Customers Sales Promotion• Designed to increase consumer desire to buy
products.
![Page 5: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/5.jpg)
Examples of Trade Promotions
• Slotting allowances: Money paid by a manufacturer to the retailer for placing a product in the store, perhaps in a specific location.
• Buying allowance: Price discount given by a manufacturer to increase the desire of a wholesaler or retailer to purchase the product.
• Trade shows: Provide the manufacturer a place to introduce new items and to gain support for new and existing products.
• Sales incentive/contests: Awards given to salespersons for meeting or exceeding sales goals.
Designed to promote to businesses instead of consumers.
![Page 6: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/6.jpg)
Examples of Consumer Sales Promotions
Designed to increase consumer desire to buy products.
• Premiums– Low cost items given to the consumer at a
discount or free. – Examples include coupons, free samples, and
redemptions.• Incentives
– Products earned through contests, sweepstakes, and rebates.
• Product samples– Trial size products generally sent through the
mail or distributed at the business at no cost to the consumer.
![Page 7: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/7.jpg)
Examples of Consumer Sales Promotions
Designed to increase consumer desire to buy products.
• Promotional tie-ins– A strategy in which two or more businesses
combine promotional resources to increase sales.• Product placement
– Increasing product recognition by featuring the item in movie theaters, on TV, or at special events.
• Visual merchandising and display– Coordination of the physical elements of a
business (or a product) to project the desired image to consumer.
![Page 8: 11.2 Marketing a Small Business Personal Sales Promotion presentation 5](https://reader036.fdocuments.net/reader036/viewer/2022082511/5456386daf79594d148b89e1/html5/thumbnails/8.jpg)
Advantages and Disadvantage of Sales Promotion
– ADVANTAGE• Stimulating sales and raising consumer
awareness of the product.
– DISADVANTAGES• Costs involved in promotion of image and
product.• Negative attitudes toward some activities,
such as coupons and rebates, because of expiration dates.