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
