1. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 18 Sales Promotion and Personal Selling 2011-2012 © iStockphoto.com/Terry J Alcorn

2. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2 Sales Promotion LO 1

3. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3 Sales Promotion AdvertisingReason to buy Sales PromotionIncentive to buy LO 1

4. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4 Objectives of Sales Promotion Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired Results Reinforce behavior Increase consumption Change purchase timing Break loyalty Persuade to switch Persuade to buy your brand more often Appeal with low prices Supply added value Sales Promotion Examples Loyalty marketing Bonus packs Sampling Sweepstakes, contests, premiums Price-lowering promotion Trade deals Coupons, price-off packages, refunds Trade deals LO 1

5. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5 Tools for Consumer Sales Promotion LO 2 Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Online Sales Promotion

6. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6 Trade Sales Promotion Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows LO 3

7. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7 Describe personal selling Personal Selling LO 4

8. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8 Advantages of Personal Selling

9. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9 LO 4 Exhibit 18.2 Comparison of Personal Selling and Advertising/Sales Promotion

10. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10 Relationship Selling Relationship (Consultative) Selling LO 5

11. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11 LO 5 Exhibit 18.3 Key Differences between Traditional Selling and Relationship Selling SOURCE: Robert M. Peterson, Patrick L. Schul, and George H. Lucas, Jr., “Consultative Selling: Walking the Walk in the New Selling Environment,” National Conference on Sales Management, Proceedings, March 1996.

12. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12 The Consultative Salesperson Product or service Customers Competition Industry Salesperson must know everything about... Salesperson must know everything about... LO 6

13. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13 Beyond the Book Chapter 18 Videos Vans – Sales Promotion and Personal Selling How does Vans use giveaways and contests to market its products? Why do these strategies work so well for Vans? http://www.cengage.com/marketing/boo k_content/1439039429_lamb/company_c lips/ch18.html

14. Chapter 18 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14 Beyond the Book Part 5 Videos Promotion and Communication Strategies http://www.cengage.com/marketing/boo k_content/1439039429_lamb/part_videos /part05.html