MGMT 1 Lecture Notes - Lecture 1: Sales Promotion, Merage Family, Sales
Document Summary
Sales promotion program are designed to supplement personal selling, advertising, public relations, and other promotional efforts by creating enthusiasm for the overall program. After company"s employees and intermediaries have been motivated, next step is to promote to final consumers using samples, coupons, etc: sales promotion is an ongoing effort to maintain enthusiasm. Sellers use different strategies over time to keep the ideas fresh. Sampling a promotional tool in which a company lets consumers have a small sample of product for no charge: quick and effective way of demonstrating a product"s superiority when consumers are making a purchase decision. Event marketing sponsoring events to promote your products. Word-of-mouth promotion a promotional tool that involves people telling other people about products they"ve purchased. Anything that encourages people to talk favorably about an organization can be effective word of mouth; includes: clever commercials, brand name, products, etc.
