Promotional Mix
What is personal selling?
A face-to-face interaction between a salesperson and a customer with the goal of selling a product or service.
What is advertising?
The communication method used to inform, persuade, or to remind someone to take a certain action
What is the purpose of sales promotion?
Answer: To stimulate short-term sales, repeat purchases, larger purchases, introduce a new brand, and disrupt the competition.
What are the two types of personal selling?
Creative selling and system selling.
What is public relations?
Doing good things in the community, to build goodwill among community members and show your company in a favorable light.
What are two common sales promotion techniques?
1. Coupons, 2.price-off deals, 3. premiums, 4.contests and sweepstakes, 5.sampling and trial offers, 6.gift cards, 7.rebates, and 8. loyalty programs.
What is the difference between advertising and public relations?
Advertising is paid communication controlled by marketers, while public relations is free communication controlled by the media.
What is the main difference between contests and sweepstakes in sales promotions?
Answer: Contests require skill or effort to win, while sweepstakes involve random chance or luck.
What is customer relationship management in the context of personal selling?
Answer: The practice of treating salespeople as problem solvers and partners with customers
What is publicity in the context of public relations?
Answer: Free coverage from the media about a company, product, or service.
What are 3 common sales promotion techniques?
1. Coupons, 2.price-off deals, 3. premiums, 4.contests and sweepstakes, 5.sampling and trial offers, 6.gift cards, 7.rebates, and 8. loyalty programs.
What are the advantages of advertising?
Answer: Advantages include increased credibility, reaching large audiences, and making emotional connections.
What are some common sales promotion techniques?
Answer: Coupons, price-off deals, premiums, contests and sweepstakes, sampling and trial offers, gift cards, rebates, and loyalty programs.
What is customer relationship management in the context of personal selling?
Answer: The practice of treating salespeople as problem solvers and partners with customers,focusing on analyzing customers' needs and making the best decisions.
What are the advantages and disadvantages of public relations?
Answer: Advantages include free media exposure and reaching consumers who avoid ads and salespeople. Disadvantages include limited control over the message and dramatizing a company's mistakes or misfortunes.
What is the purpose of the promotional mix?
To breaks through clutter, attracts and satisfies customers,
What is the main purpose of a loyalty program in sales promotion?
Answer: To reward customers for repeat business, encourage customer retention, and collect data on consumer behavior.
What are the advantages and disadvantages of sales promotions?
Answer: Advantages include generating quick sales, creating interest, measurable success, and trackable consumer purchases. Disadvantages include borrowing from future sales, hurting overall brand appeal, short-lived impact, and customer dependency on promotions.
What are the two types of personal selling?
Answer: Creative selling and system selling.
Why is it essential to determine the target market in the promotional mix process?
Answer: Identifying the target market helps ensure that promotional efforts are tailored to the specific audience most likely to purchase the product or service.
What are the five components of the promotional mix?
Answers: 1) Sales Promotion, 2) Direct Marketing, 3) Personal Selling, 4) Advertising, and 5) Public Relations.
What is a premium in the context of sales promotions?
Answer: An item offered for free or at a reduced price with the purchase of another item.
What are the advantages and disadvantages of sales promotions?
Answer: Advantages include generating quick sales, creating interest, measurable success, and trackable consumer purchases. Disadvantages include borrowing from future sales, hurting overall brand appeal, short-lived impact, and customer dependency on promotions.
What are the steps involved in the sales process?
Answer:
1) Identify customers and anticipate customer needs, 2) Generate sales leads, 3) Approach customers, 4) Determine customers' needs, 5) Present the product, 6) Overcome objections, 7) Close the sale, and 8) Follow up
How do marketers use marketing databases in direct marketing campaigns?
Answer: Marketers use marketing databases to segment and target specific groups of customers or prospects with personalized communications