Ch 13 Personal Selling and Sales Promotion

steps in the selling process

• introduction

• presentation/demo

• objections/closing

• follow-up

sales promotion targets

short-term incentives

• final buyers (consumer promos)

• retailers and wholesalers (trade promos)

• business customers (business promos)

• members of sales force (sales force promos)

consumer promotion objectives

• urge short term customer buying

• boost customer brand involvement

trade promotion objectives

• get retailers to carry new items and more inventory

• buy ahead and promote company’s products and give them more shelf space

business promotion objectives

• generate business leads

• stimulate purchases

• rewards customers

• motivate salespeople

sales force promotion objectives

• increase sales force support for current or new products

• motivate salespeople to sign up new accounts

sales promotion growth factors

• PM view promo as a short-run sales tool

• competitors use sales to differentiate offers

• advertising efficiency has declined

• sales promotions help attract today’s more thrift-oriented consumers

samples

most effective and expensive consumer promo tool

rebates (cash refunds)

• price reduction occurs after purchase

price packs

offers consumers savings off the regular price of a product

premiums

goods offered either free or at low cost as an incentive to buy a product

point of purchase promotions

displays and demos that take place at point of sale

advertising speciaties

articles imprinted with advertisers name logo thats given as gifts to consumers

• tide pen from vir

event sponsorships/marketing

secu to pct

competitors customers

• break loyalty

• persuade to switch

  • sampling

  • sweepstakes

  • contests

  • premiums

price buyers

• appeal with low prices

• supply added value

  • coupons

  • price-off packages

  • refunds

  • trade deals

trade promotions

persuade retailers to carry a brand, give it shelf space, and promote it in ads

• contests, premiums, displays

• discounts and allowances

• free goods

• push money

• specialty advertising items

personal selling is more important if…

• product has high value

• custom-made product

• few customers

• product is technically complex

• customers are concentrated

advertising and sales are more important if…

• product has low value

• standardized

• many customers

• easy to understand

• geographically dispersed

misinformation

false/inaccurate information

• getting the facts wrong

disinformation

false information deliberately intended to mislead

• intentionally misstating the facts