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Sales Promotion • Activities or materials that are direct inducements to customers or salespersons • Objectives – – – – – – – – – – To draw new customers To encourage trial of a new product To invigorate the sales of a mature brand To boost sales to current customers To reinforce advertising To increase traffic in retail stores To steady irregular sales patterns To build up reseller inventories To neutralize competitive promotional efforts To improve shelf space and displays Copyright © Cengage Learning. All rights reserved 15 | 1 Sales Promotion Methods • Consumer sales promotion method – Designed to attract consumers to particular retail stores and to motivate them to purchase certain new or established products • Trade sales promotion method – Designed to encourage wholesalers and retailers to stock and actively promote a manufacturer’s product • Factors influencing the choice of sales promotion method – – – – – – Objectives of the sales promotional effort Product characteristics Target market profile Distribution channels Availability of resellers Competitive and regulatory forces in the environment Copyright © Cengage Learning. All rights reserved 15 | 2 Sales Promotion Methods (cont’d) • Rebate – A return of part of the purchase price of a product • Coupon – Reducing the purchase price of a particular item by a stated amount at the time of purchase • Sample – A free product given to customers to encourage trial • Premium – A gift a producer offers to a customer in return for buying its product • Frequent-user incentives – A program that rewards customers who engage in repeat (frequent) purchases Copyright © Cengage Learning. All rights reserved 15 | 3 Sales Promotion Methods (cont’d) • Point-of-purchase displays – Promotional material in the retail store designed to inform customers and encourage purchases • Trade shows – Industry-wide exhibits at which many sellers display their products • Buying allowance – A temporary price reduction to resellers for purchasing specified quantities of a product • Cooperative advertising – A manufacturer agrees to pay a certain amount of the retailer’s media cost for advertising the manufacturer’s product Copyright © Cengage Learning. All rights reserved 15 | 4