SALES PROMOTION AND
PRACTICE
UNIT:1 INTRODUCTION TO SALE PROMOTION(SP)
INTRODUCTION-DEFINITION-CHARACTERISTICS-OBJECTIVES-NATURE AND SCOPE OF
SP-INFLUENCING FACTORS-SALES PROMOTION AND CONTROL-STRENGHTS AND
LIMITATIONS OF SP-SALES ORGANIZATION-SETTING-UP OF SALES ORGANIZATION –
TYPES OF SALES ORGANIZATION.
,INTRODUCTION:
Sales promotion is a parts of promotional mix.
Sales promotion refers to the activities which supplement and co-ordinate
personal selling and advertising to attract customers to buy a product.
Sales promotion techniques are indirect and non-personal.
Consumers are attracted by displays , packaging and publicity.
DEFINITION:
According to WILLIAM.J.STANTON, "Sales promotion is an exercise in information
persuasion and influence".
According to PHILIP KOTLER, "Promotion encompasses all the tools in the
marketing mix whose major role in persuasive communication".
CHARACTERISTICS OF SALES PROMOTION :
1.Sales promotion does not include advertisement, personal selling and publicity.
2.sales promotion activities are not regular activities. These are purely temporary, such a
display ,free samples, exhibitions, demonstration etc.
3.It makes advt and personal selling more effective.
4.Sales promotion encourages dealers, distributors and consumers.
, OBJECTIVES OF SALES PROMOTION ACTIVITES:
1.PROVIDING INFORMATION:
The producer generally provides the information regarding the quality ,uses ,diffe
uses of the products and the price etc to the consumers while introducing the produ
2.INCREASE IN SALES :
Promotional activities increase the sales by changing the elasticity of demand of the
product through various techniques, I,e, by distributing samples, free gifts, purchas
premium, discounts: etc. Such activities make the product popular.
3.REDUCING SEASONAL DECLINE :
Customers and middlemen are offered attractive discounts and free gifts along with
products to induce then to purchase their products.
EX:-air conditioners increases of summer season , decreases of winter season.
4.TO KEEP MEMORY ALIVE:
The product alive in the minds of the present customers.
5.TO INDUCE MIDDLEMEN TO PURCHASE MORE:
The middlemen -wholesalers retailers are induced to purchase were stock by offering m
facilities such as credit
Facilities, higher trade and cash discount and free gits etc.
PRACTICE
UNIT:1 INTRODUCTION TO SALE PROMOTION(SP)
INTRODUCTION-DEFINITION-CHARACTERISTICS-OBJECTIVES-NATURE AND SCOPE OF
SP-INFLUENCING FACTORS-SALES PROMOTION AND CONTROL-STRENGHTS AND
LIMITATIONS OF SP-SALES ORGANIZATION-SETTING-UP OF SALES ORGANIZATION –
TYPES OF SALES ORGANIZATION.
,INTRODUCTION:
Sales promotion is a parts of promotional mix.
Sales promotion refers to the activities which supplement and co-ordinate
personal selling and advertising to attract customers to buy a product.
Sales promotion techniques are indirect and non-personal.
Consumers are attracted by displays , packaging and publicity.
DEFINITION:
According to WILLIAM.J.STANTON, "Sales promotion is an exercise in information
persuasion and influence".
According to PHILIP KOTLER, "Promotion encompasses all the tools in the
marketing mix whose major role in persuasive communication".
CHARACTERISTICS OF SALES PROMOTION :
1.Sales promotion does not include advertisement, personal selling and publicity.
2.sales promotion activities are not regular activities. These are purely temporary, such a
display ,free samples, exhibitions, demonstration etc.
3.It makes advt and personal selling more effective.
4.Sales promotion encourages dealers, distributors and consumers.
, OBJECTIVES OF SALES PROMOTION ACTIVITES:
1.PROVIDING INFORMATION:
The producer generally provides the information regarding the quality ,uses ,diffe
uses of the products and the price etc to the consumers while introducing the produ
2.INCREASE IN SALES :
Promotional activities increase the sales by changing the elasticity of demand of the
product through various techniques, I,e, by distributing samples, free gifts, purchas
premium, discounts: etc. Such activities make the product popular.
3.REDUCING SEASONAL DECLINE :
Customers and middlemen are offered attractive discounts and free gifts along with
products to induce then to purchase their products.
EX:-air conditioners increases of summer season , decreases of winter season.
4.TO KEEP MEMORY ALIVE:
The product alive in the minds of the present customers.
5.TO INDUCE MIDDLEMEN TO PURCHASE MORE:
The middlemen -wholesalers retailers are induced to purchase were stock by offering m
facilities such as credit
Facilities, higher trade and cash discount and free gits etc.
