 Define sales promotion and its purposes  Trade promotions vs. consumer sales promotions  Identify types of trade promotions and consumer sales promotions  Define personal selling and its purposes  Distinguish between order-takers and order-getters

strategies used to stimulate the customer to take action

 stimulate purchases  inform customers about products  create a positive business image  increase business traffic.

Sales promotion activities designed to gain support for a product from: manufacturers wholesalers retailers

 Slotting allowance – cash premium paid to retailer by manufacturer for cost of putting product on shelf  Buying allowance – similar to quantity discount – encourages the purchase of more  Trade shows and conventions  Sales incentives – awards given for meeting quotas for certain products or product lines

Efforts designed to increase store traffic and to encourage product sales Red tag sale 30% off

 Premiums: prizes or rewards for purchase ◦ Coupons (most popular) ◦ Factory packs: gifts in packages ◦ Trading stamps ◦ Rebates (with proof of purchase)  Contests (games of skill)  Sweepstakes (games of chance)  Product samples (no purchase necessary) mail, door-to-door, stores, trade shows

 Licensing – Organizations allow their logo, trademark, etc. to be used to promote another product  Promotional tie-ins – Arrangements between retailers and mfrs to promote products

 Communicating with customers directly by making oral sales presentations.  Completing the sale

 Order-taking personnel ◦ Cashiers ◦ Counter clerks ◦ Sales associates  Order-getting personnel ◦ Professional sales ◦ Industrial sales ◦ Extensive training involved ◦ Higher-priced items

 What is the purpose of sales promotion?  How do trade promotions differ from consumer sales promotions?  Give some examples of consumer sales promotions.  What are the 2 types of personal selling?  How do they differ?