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UNIT III
Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" Personal selling involves through a person-toperson communications process. The emphasis placed on personal selling from firm to firm depending on a variety of factors, including the nature of the product or service being marketed, size of the organization and type of industry.
Sales Promotion
In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective, such as displays, shows, and expositions, demonstrations and non-recurrent selling efforts, not in the ordinary routine. By American Marketing Association.
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of a particular products/services by consumers or the trade. By Philip Kotler.
Sales Promotions are short term incentives to encourage purchase or sale of a product or service by Roger A Strang Features of Sales Promotion Sales promotion are short term incentives to increase sales of a product or service Sales promotion are directed to consumers and trade to increase purchase Sales promotion are non recurrent Sales promotions consist of several tools Sales promotion supplement Other communication programmes such as advertising
Sales Promotion
Consumer oriented Promotion 1. Samples 2. Coupons 3. Premium 4. Contest/Sweepstakes 5. Refunds/rebates 6. Bonus Packs 7. Price offs 8. Frequency Programmes 9. Event Marketing Trade oriented Promotions 1. Contest and dealer incentives 2. Trade allowances 3. Point of Purchase Displays 4. Training Programmes 5. Trade Shows 6. Cooperative Advertising