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THE RELEVANCE OF SALES PROMOTION TO BUSINESS ORGANIZATIONS
CHAPTER ONE
1.1 INTRODUCTION
The success of any business organization depends largely on consumer patronage. For any
product or services of an organization to be suitable, it need to be communicated to the
consumer. Not wit the product or services, are communicated to consumer, their existence cannot
be recognized, hence patronage may not be realized.
Organization promote their good and service to the market and to the users of those product and
service. They make use of a variety of promotional method, such as advertising personal
selling publicity, of sales promotional such promotional tool may be use by any types of
organization, whether commercial or non profit making, to communicate to, and persuade a
target recipient or potential consumers that they should avail them suit to the product or service
on offer.
Furthermore, A study of marketing communication, is therefore relevant to different types of
organization, promotional activities are undertaking by commercial companies, trade
association, government bodies, educational institutions, health advisory councils, political
parties charities etc. it is an important area of study for the marketer, because of the large
financial investment (expenditure) made in promotional activities. The advertising industry, in
particular is a large and important sector in any western economy.
This industry is also showing signs of rapid growth in the lesser developed economies and in
some socialist countries.
Modern marketing calls for modern firms to develop a good product, pricing it attractively and
making it readily accessible to target consumer, this companies must design and create
awareness about the existence, futures and forms how there will benefit the target market.
Sale promotion is one of the most important promotion tools in marketing of good and services,
mutating communicate mix consist of the subject of marketing tools, that are primarily
communicational in nature. They are tools normally classify under promotion, which is one of
the controllable variable (which can called the promo tools) the promotional variables includes
various forms of advertising, packaging, sale presentation, sale aids, (cataloques, trading stams
premiums, free sample coupons) and publicity programme.
Consumer is regarded as a king in marketing concept so marketing activities today based on
how best to satisfy the consumer the marketing effort of any company should base on how best
to ensure that after development of a product presentation or an acceptable price, choice of a
better promotional strategy which will involves much sales promotion to urge the consumer
faster to the product. The sales promotion is an inducement for a consumer to buy.
Beside it, it is not mostly in a developing country like Nigeria. For a manufacturer to merely
produce and that consumer will be aware of such product. The firm has to engage in
promotional activities. And over the year some notable authors have regarded sales promotion as
having played such role as:
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Stimulating a new user of a product.
Encouraging more frequent use of a product
Posting sales in a particular geographical area of region
Encouraging the use of other goods.
Appealing to special segment of market
Attracting bargain hunting, non brand conscious buyer
Encourage seasonal sale or stimulating off-peaks period sale security self space of a
particular product
Encouraging movement of slow selling line
Off-setting price competition
Assigning sale force presentation of their product because maturation and encouragement
has been create.
It enhances implus buying (implanted buying)
Encouraging products and services improvement and development of new product or
goods and services.
1.2 OBJECTIVES OF THE ESSAY
The main objective of this essay is met part of the requirement of the award of National
Diploma in Business studies of Kaduna Polytechnic. The study is aimed also of achieving the
following specific objecting.
1.
To pin point the role and importance of sales promotion in the marketing of goods and
services.
2.
To examine the techniques of sales promotion
3.
To highlight the procedure of controlling and evaluating the sales promotional activities.
4.
To identify the advantages and disadvantages of sales promotions.
5.
To provide suggestions and recommendations to business organization on how to
effectively apply sales promotion technique for other products and services.
1.3 RATIONALE FOR THE STUDY
One of the rationale behind this study of this particular topic is to expose ore exhibit the
usefulness or the significant of sales promotion in a marketing organization. Another reason or
rationale for the study is because must marketing organization does not places or lay emphasis
on sales promotion.
Also another rationale of the study is to educate marketing organization on important or benefit
of sales promotion on marketing organization reason being that most marketing organization
does not pay serious attention to sales promotion.
1.4 SCOPE OF THE ESSAY
The main focus of this essay is on the relevance of sales promotion to business organizations.
This is achieved by examining the various definition of sales promotion as provided by schools,
its importance, the techniques employed as well as some of the advantages and disadvantages.
1.5 DEFINITION OF TERMS
Promotion: these are the activities the company undertakes to make the product easily
accessible and available to target consumer.
Marketing: Is define as “human activities directed at satisfying need and want through
exchange process”.
Consumers: are those people who pay or uses good or service to satisfy personal or house hold
wait rather than for sold for uses in business.
Sales promotion: may be described as collections of incentives periodically to stimulate sales
for consumer purchased of good and services.
Advertising: - is an non personal means of communicating to the target audience usually
sponsor by the marketers.
Public relationship: conscious effort to improve and maintain an organization relationships with
such public as employees customers share holders local communities, made unions.
Personally selling: are those people who convince their target audience about the product.
Promotional mix: they are set of tools used by manufacture sales promotion, publicity.
Marketing mix: is the combination of detailed strategies tactics, operation, programmes
techniques, and activities to which resources may be allocated such that the companies marketing
objectives are achieved.
Marketing communication: conveying of information from the markets to one target market
with the objective if creating a awareness of the company product or services
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