Chapter 13 - Personal Selling and Sales Promotion Flashcards
Characteristics of a Salesperson
Intrinsic motivation, disciplined work style, the ability to close a sale, the ability to build relationships
Sales Promotion
Short term incentives to encourage purchase or sales of a product or service
Samples
Trial amount; effective; expensive
Coupons
Promote trial of new brand; stimulate sales of mature brand; redemption rates are declining; new distribution methods
Cash Refunds (Rebates)
Price reduction after sale; consumer must send in proof of purchase; can be very successful for marketer
Price Packs
Also called cents-off; market directly on package; effective in short-term sales
Premiums
Free or low cost goods; inside or outside the package
Advertising Specialities
Also called promotional products; include useful articles with advertiser’s name
Point-of-Purchase (POP)
Displays and demonstrations; retailers receive many and only have room for some
Contests, Sweepstakes, Games
Chance to win
Event Marketing
Brand marketing events; fast growing; can be less costly
Trade Promotions
Sales promotion tools used to persuade resellers to carry a brand, and give it shelf space, promote it in advertising, and push it to the customer
Discount
A straight discount off the list price on each case purchases during a stated period of time (also called a price-off, off-invoice, or off-list)
Allowance
Compensates retailers for advertising the product (usually so much off per case)
Free Goods
Extra cases of merchandise, offered to resellers who buy a certain quantity or who feature a certain flavor or size
Push Money
Cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods
Specialty Advertising Items
Free items that carry the company’s name, such as pens, pencils, calendars, paperweights, matchbooks, memo pads, and yardsticks
