Marketing Communications Promotional Practice Promoting to the Trade

Marketing Communications & Promotional Practice Promoting to the Trade & Personal Selling Week 2 Lecture 1. 1 Bangor Transfer Abroad Programme

Sales Promotion – Key Term Practice Marketing Communications & Promotional Alert Speaking the language…Talking the talk…. Above the Line Below the Line… Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice There are Only Two Ways to Increase Sales! Existing Customers buy more Sell to new customers Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The 4 P’s of Sales Promotion Push Pull Profile Persuasion of Salesmen Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Broad Promotional Objectives Push Trade Focus Pull Consumer Focus Profile Brand Focus Encourage Sales Force/Channel Focus Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Trade Promotion Techniques Brand Management Objective Generating Encouraging Trial /Purchase Stocking Immediat POP Sampling e Delayed Reinforcing Brand Image Bulk Discounts POP Displays Merchandising In Store Merchandisin g Dealer loaders Over-riding Competitions discounts Hospitality Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice 7 Personal Selling Oral persuasive presentation to gain sale. Involves face to face dialogue Gives flexibility of message Immediate feedback gained Very useful in business to business markets Very useful when products and services are complex Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Varied Roles of a Salesperson 8 Prospecting Communicating Selling Servicing Information gathering Allocating Shaping Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice 9 Varied Subroles in Selling Order collector Order taker Pre-order caller Order supporter Order getter Bangor Transfer Abroad Programme