Marketing Principles Chapter 13 Study Guide Export Flashcards
(48 cards)
How can management boost sales force morale and performance?
through organizational climate,sales quotas,positive incentives
What are Sales promotion program design critical decisions?
-Determine the size of the incentive
– Set conditions for participation
– Determine how to promote and distributethe promotion program
– Set the length of the promotion
– Evaluate the promotion
What are Business Promotion Tools?
-Conventions and trade shows
– Sales contests
What are trade promotional tools?
-Contests, premiums, and displays
– Discounts and allowances
– Free goods
– Push money
– Specialty advertising items
How are Trade Promotions used
Used to persuade resellers to carry a brand, give it shelf space, and promote it in ads
Event marketing(or event sponsorships)
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Contests, sweepstakes,and games give consumers
the chance to win something
Point-of-purchase (POP) promotions
Displays and demonstrations that take place at the point of sale
Advertising Specialties
articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers
Premiums
Goods offered either free or at low cost as an incentive to buy a product
Price packs (cents-off deals)
Offers consumers savings off the regular price of a product
Rebates (cash refunds)
Price reduction occurs after the purchase when the Customer sends proof of purchase to the manufacturer which then refunds part of the purchase price by mail
What are Benefits of Samples?
Most effective and expensive
Business promotions fill their objectives by
generating business leads, stimulate purchases, reward customers, and motivate salespeople
How do Trade promotions fill their objectives?
To get retailers to carry new items and inventory, buy ahead, or promote the company’s products and give them more shelf space
How do Consumer Promotions fill their objectives?
To urge short-term customer buying or boost customer-brand engagement
What Sales promotion targets Members of the sales force?
Sales force promotions
What Sales promotion targets Business customers?
Business promotions
What Sales promotion targets Retailers and wholesalers?
Trade promotions
What Sales promotion targets Final buyers?
Consumer promotions
What encourages the purchase or sale of a product or a service?
Short-term incentives
What approach does value selling require?
Listening to customers,Understanding customers’ needs,Coordinating the company’s efforts to create lasting relationships based on customer value
What is Value Selling?
demonstrating and delivering superior customer value that is fair for both the customer and the company
What are the steps in the selling process?
Prospect and Qualifying, Preapproach, Approach, Presentation and Demonstration, Handling Objections, Closing, Follow-Up
