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Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.

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Presentation on theme: "Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian."— Presentation transcript:

1 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University Lamb, Hair, McDaniel Sales Promotion and Personal Selling 16 CHAPTER

2 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 2 Learning Outcomes Define and state the objectives of sales promotion Discuss the most common forms of consumer sales promotion List the most common forms of trade sales promotion Describe personal selling LO 1 LO 2 LO 3 LO 4

3 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 3 Learning Outcomes Discuss the key differences between relationship selling and traditional selling List the steps in the selling process LO 6 LO 5

4 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 4 Define and state the objectives of sales promotion Sales Promotion LO 1

5 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 5 LO 1 Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. Sales Promotion

6 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 6 LO 1 Sales Promotion AdvertisingReason to buy Sales PromotionIncentive to buy

7 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 7 LO 1 Sales Promotion Consumer Sales Promotion Trade Sales Promotion Trade Sales Promotion Consumer market Marketing channel Drive immediate purchase Influence behavior Goal

8 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 8 LO 1 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

9 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 9 REVIEW LEARNING OUTCOME LO 1 The Objectives of Sales Promotion

10 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 10 Discuss the most common forms of consumer sales promotion Tools for Consumer Sales Promotion LO 2

11 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 11 Tools for Consumer Sales Promotion LO 2 Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion

12 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 12 Tools for Consumer Sales Promotion LO 2 Coupon Rebate Premium A certificate that entitles consumers to an immediate price reduction. A cash refund given for the purchase of a product during a specific period. A cash refund given for the purchase of a product during a specific period. An extra item offered to the consumer, usually in exchange for some proof of purchase.

13 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 13 Tools for Consumer Sales Promotion LO 2 Loyalty Marketing Program Loyalty Marketing Program A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. Frequent Buyer Program Frequent Buyer Program A loyalty program in which loyal consumers are rewarded for making multiple purchases. A loyalty program in which loyal consumers are rewarded for making multiple purchases.

14 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 14 Tools for Consumer Sales Promotion LO 2 Contests Promotions that require skill or ability to compete for prizes. Sweepstakes Promotions that depend on chance or luck, with free participation. Online

15 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 15 Tools for Consumer Sales Promotion LO 2 Sampling A promotional program that allows the consumer the opportunity to try a product or service for free.

16 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 16 Methods of Sampling LO 2 Direct mail Door-to-door delivery Packaging with another product Retail store demonstration

17 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 17 Point-of-Purchase Promotion LO 2  Build traffic  Advertise the product  Induce impulse buying

18 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 18 Online Sales Promotion LO 2 Effective Types of Online Sales Promotion  Free merchandise  Sweepstakes  Free shipping with purchases  Coupons

19 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 19 LO 2 Beyond the Book Promotion…Campaign…Onslaught! SOURCE: Kenneth Hein, “Anatomy of an Onslaught: How Halo 3 Attacked,” Brandweek.com, September “Awareness isn’t free.” That’s what one videogame research consultant said about Microsoft’s $10+ million ad campaign for its Xbox 360 game, Halo 3. Awareness isn’t simple, either. This was a five-phase, 10- month marketing blitz. Phase 1 – Monday night football ad Phase 2 – online contest for beta version of the game Phase 3 – viral marketing Phase 4 – promotional partnership Phase 5 – “Believe” campaign

20 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 20 REVIEW LEARNING OUTCOME LO 2 Consumer Sales Promotion Coupons and rebates Premiums Loyalty marketing programs Contests Sampling P-O-P Online

21 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 21 List the most common forms of trade sales promotion Tools for Trade Sales Promotion LO 3

22 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 22 Trade Sales Promotion LO 3 Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows

23 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 23 Trade Allowance LO 3 Trade Allowance A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.

24 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 24 Push Money LO 3 Push Money Money offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products.

25 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 25 Benefits of Trade Promotions LO 3  Help manufacturers gain new distribution  Obtain wholesaler and retailer support for consumer sales promotions  Build or reduce dealer inventories  Improve trade relations

26 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 26 REVIEW LEARNING OUTCOME LO 3 Forms of Trade Sales Promotion

27 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 27 Describe personal selling Personal Selling LO 4

28 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 28 LO 4 Personal Selling Personal Selling is more important if... Customers are concentrated. Customers are concentrated. Product is technically complex. There are few customers. Product is custom made. Product has a high value. Customers are geographically dispersed. Customers are geographically dispersed. Product is simple to understand. There are many customers. Product is standardized. Product has a low value. Advertising & Sales Promotion are more important if...

29 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 29 REVIEW LEARNING OUTCOME LO 4 Personal Selling R Detailed explanation or demonstration R Variable sales message R Directed to qualified prospects R Controllable adjustable selling costs R More effective than other promotion in obtaining sale and gaining customer satisfaction Personal Selling Advantages

30 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 30 Discuss the key differences between relationship selling and traditional selling Relationship Selling LO 5

31 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 31 Relationship Selling LO 5 A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. Relationship (Consultative) Selling

32 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 32 Traditional Selling and Relationship SellingTraditional Personal Selling LO 5 Sell advice, assistance, counsel Sell products Focus on closing sales Limited sales planning Discuss product Assess “product-specific” needs “Lone wolf” approach Pricing/product focus Short-term sales follow-up Focus on customer’s bottom line Sales planning is top priority Build problem-solving environment Conduct discovery in scope of operations Team approach Profit impact and strategic benefit focus Long-term sales follow-up Relationship Selling

33 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 33 REVIEW LEARNING OUTCOME LO 5 Relationship Selling vs. Traditional Selling Initial Sales Repeat Sales Successive Sales Traditional Sales Relationship Sales Sales Increases Result From Creating Value

34 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 34 List the steps in the selling process Steps in the Selling Process LO 6

35 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 35 Steps in the Selling Process LO 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up

36 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 36 Time Spent in Key Steps of Selling Process LO 6 Key Selling Steps Traditional Selling Relationship Selling Generate LeadsHighLow Qualify LeadsLowHigh Probe NeedsLowHigh Develop SolutionsLowHigh Handle ObjectionsHighLow Close the saleHighLow Follow-upLowHigh

37 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 37 Generating Leads LO 6 Advertising Publicity Direct Mail/ Telemarketing Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Trade Shows/ Conventions Trade Shows/ Conventions Networking Company Records Online

38 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 38 Cold Calling LO 6 A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status. Cold Calling

39 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 39 Qualifying Leads LO 6 Receptivity and accessibility Buying power Recognized need

40 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 40 Needs Assessment LO 6 A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them. Needs Assessment

41 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 41 The Consultative Salesperson LO 6 Product or service Customers Competition Industry Salesperson must know everything about... Salesperson must know everything about... Online

42 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 42 Developing and Proposing Solutions LO 6 Sales Proposal Sales Presentation

43 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 43 Powerful Presentations LO 6 Be well prepared Use eye contact Ask open-ended questions Be poised Use hand gestures and voice inflection Focus on the customer needs Incorporate visual elements Know how to operate the A/V equipment Make sure the equipment works PRACTICE, PRACTICE, PRACTICE!

44 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 44 Handling Objections LO 6  View objections as requests for information  Anticipate specific objections  Investigate the objection with the customer  Be aware of competitors’ products  Stay calm  Use the objection to close the sale

45 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 45 Closing the Sale LO 6 Negotiate Keep an open mind Look for customer signals Tailor to each market

46 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 46 Biz Flix LO 6 Family Man

47 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 47 LO 6 The Impact of Technology on Personal Selling Cell phones Laptops Pagers Electronic organizers Internet

48 Chapter 16Copyright ©2009 Cengage Learning Inc. All rights reserved 48 REVIEW LEARNING OUTCOME LO 6 Steps in the Selling Process


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