Promotion and sales and marketing techniques

forward motion and sales and market techniquesPromotion and Sales- The term Promotion and Sales atomic number 18 entirely interdependent on each other. Promotion is a communication link between buyers and sellers. It is a division of informing, persuading, and influencing a consumers purchase decision. promotional activities include media advertising, deal dismount, ain selling, sales promotion and public relations.A sale consists of marketing activities other than personal selling, advertising and public relations that stimulate consumer purchasing and corpus effectiveness. Sales promotion is a subset of promotion. In other words, sales promotion is not the same thing as promotion. Promotion is a much broader term.Promotion Mix- The Combination of promotional activities an organization uses is called promotion mix .Integrated marketing communication theory (IMC)- Coordination of all promotional activities to produce a unified, customer-focused promotional message. find-Th e main role of this assignment is to examine the role of Promotion and Sales and to find out market technique. In this assignment we ar analyzing the following techniques1. handed-down elements of the promotion mix.2. publicizing media.3. Steps in Business to Business selling.4. Steps involved in setting up a public relations political program5. Promotional techniques used to reach customers.Traditional elements of the promotion mix advertisement Personal Selling Sales Promotion publicrelations harvest-feastProductTraditional Promotional MixThe Promotional mix works like a subset of the marketing mix, with its harvest-festival, distribution, promotion, and pricing elements. With the promotional mix, the marketers attempt to create an optimal hold out of diverse elements to achieve promotional objectives. The promotional mix requires a c befully designed blend of variables to satisfy the needs of a companys customers and achieve organizational objectives.Promotional Mix Subse t of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non personal selling to achieve promotional objectives.I. Personal Selling - is the oldest form of promotion. It is conducted on a person-to-person basis with the buyer. It involves the search for new prospects and follow up service after the sale. It is mainly face to face presentation and promotions of advanceds and services. Its more than accurately described today as helping others satisfy their wants and needs. This direct form of promotion may be conducteda. Face-to-faceb. Teleph peerlessc. Videoconferencingd . Interactive computer links between buyer and sellerBenefits of Personal Selling - The benefit of personal selling is that thither is a person there to help you complete a transaction. The sales person should listen to your needs, help you reach a declaration and do all that is possible to make accomplishing that solution smoother and easier.2. Non-person al Sellinga. Advertising- is any paid, non personal communication through various media intimately a business firm, not-for-profit organization, product, or idea by a sponsorIdentified in a message that is intend to inform or persuade members of aparticular audience.Advertising primarily involves the clutch media, much(prenominal) as newspapers, television, radio, magazines, and billboards, but also includes electronic and computerized forms of promotion such as Web commercials, CDs and DVDs, and video screens in supermarkets.b. Product Placement- a form of non personal selling in which the marketer pays a motion picture or television program owner a fee to display his product conspicuously in the film or show.Through their product gets so much popularity and they get the benefit from this.So this type of non personal selling is very good for their product placement.C. Sales Promotion- consists of marketing activities other than personal selling, advertising and public relations that stimulate consumer purchasing and dealer effectiveness.Sales promotion is a subset of promotion. In other words, sales promotion is not the same thing as promotion. Promotion is a much broader term.Sales promotion runs a short-term incentive, usually in combination with other f forms of promotion, to emphasize, assist supplement, or otherwise support the objectives of the promotional program. For example, Restaurants, including fast food establishments, often place definite items on the menu at a lower price for a limited time only. Movie promotional tie-ins are a classic example. Movies are tied into food, drinks and restaurants.Sales promotion includes the following activities 1) Displays, 2) trade shows, 3) coupons, 4) contests, 5) samples, 6) premiums, and 7) product demonstrations.Sales Promotion can be achieved both internally ( with in the company) and externally (outside the company) macrocosm Relations and familiarity- Public relations refer to a firms communication s and relationships with its various publics. These publics include customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates. It is the guidance function that evaluates public stances and procedures in response to public request.Publicity is the marketing-oriented aspect of public relations. It can be be as non personal stimulation of demand for a good, service, person, cause, or organization through inexpert placement of significant news about it in a published medium or through a favorable presentation of it on the radio, television, or stage. Of course, bad publicity can damage a companys reputation and diminish brand equity.Public Relations has threesome steps-Listen to the publicChange Policies and proceduresInform people that youre being responsive to their needs.Comparison of the Four Promotional Mix ElementsPersonalSellingAdvertisingSales PromotionPublic RelationsAdvantagesPermits measurement o f effectivenessElicits an immediate responseTailors the message to fit the customerReaches a large group of potentiality consumers for a comparatively low price per exposureAllows strict control over the final messageCan be adapted to either mass audiences or specific audience segmentsProduces an immediate consumer responseAttracts attention and creates product awarenessAllows easy measurement of resultsProvides short-term sales increasesCreates a positive attitude toward a product or companyEnhancescredibility of a product or companyDisadvantagesRelies almost exclusively upon the ability of the salespersonInvolves high embody per contactDoes not permit totally accurate measurement of resultsUsually cannot close salesAdvertising mediaAdvertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service co uld benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media.It is any paid, non personal communication through various mediaabout a business firm, not-for-profit organization, product, or idea by a sponsorIdentified in a message that is intended to inform or persuade members of aparticular audience.Advertising primarily involves the mass media, such as newspapers, television, radio, magazines, and billboards, but also includes electronic and computerized forms of promotion such as Web commercials, CDs and DVDs, and video screens in supermarkets.Various types of Advertising media1 Newspapers2 video recording3 Radio4 Magazines5 Outdoors6 Direct mail7 InternetThe above described media are classified correspond as retail advertising, trade advertising, business to business advertising ,institutional advertising, product advertising ,comparison and on line advertising.Advantages of Advertising mediaIt reaches a large group of potential consumers for a relatively low price per exposure.Allows strict control over the final message.Can be adapted to either mass audiences or specific audience segments.Disadvantages of Advertising mediaDoes not permit totally accurate measurement of resultsUsually cannot close sales.Global advertisingAdvertising has gone through five major stages of breeding domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising building a brand fleck speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertis ing executions exporting executions, producing local executions, and importing ideas that travel.24Advertising research is key to determine the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as return of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are base on the visual, not verbal, elements of the ad.Steps in business to business SellingIn business to business-selling, it is critical for the sales person to known the product salutary to know how the product compares to competitors s products. Such product knowledge is needed before the salesperson begin the selling process.Example of this is customer relationship management bundle (C RM).It is useful for establishing long term relationships with customers imagining you are a software sales person showing business user the advantages of various programs .It consists ofProspect and rolePre approach antennaMake PresentationAnswer ObjectivesClose SaleFollow up1.Prospect and QualityThe first step is of prospecting. Prospecting involves researching potential buyers and choosing those most in all probability to buy. That selection process is called qualifying. To qualify people means to make sure that they have need for product, the authority to buy and the willingness to listen to a sales message. A person who meets these criteria is called a prospect.2.Pre approachIn this approach you must lift up as much as possible about customers and their wants and needs. In this gathering the nurture before you approach the customer is critical. As we said an example of CRM selling you would know which people are likely to buy or use it.ApproachIn this the main idea is to gi ve an impression of friendly professionalism, to create rapport,, to build credibility, and to start a relationship. Often the decision of whether to use a software package depends on reliable service from the salesperson.Make PresentationIn the actual presentation of the CRM software, the idea is to match the benefits of your value package to the clients needs. Various companies provide sales proposal software that include everything from power point presentations to competitive analysis. During the presentation is a great time to use testimonal toShow potential buyers that they are joining leaders in others firms in trying this software.5 Answer ObjectionsYou should anticipate any objections the prospect may raise and determine proper responses. have in mind of questions as opportunities for creating better relationships, not as challenges to what youre saying. Customers may have legimate doubts and you are there to resolve those doubts. Relationships are based on trust, and trus t comes from successfully and honestly working with others. it.Close SaleAs a salesperson, you have limited time and cant spend forever with one potential customer tell questions and objectives. A trial close consist of a question or advancement that moves the selling process towards the actual close.As you can see, salespeople must learn to close many times before a long termRelationship is established. or relationships, not as challenges to what youre saying. Customers may have legimates doubts and you are7.Follow UpThe selling process isnt over until the order is approved and the customers is happy. The sales relationship may continue for years as you respond to new request for information. sales representative realy needs to be providers of solutions to their customers and also needs to think about happen after the sale. The follow up step includes handling customers complaints ,making sure the customers questions are answered and speedily supplying what the customers wants. Steps involved in setting up a public relations programmePublic relations refer to a firms communications and relationships with its various publics. These publics include customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates. It is the management function that evaluates public attitudes and procedures in response to public request.Public relation is defined as the management function that evaluates public attitudes ,request and procedures in response to the public s request, and executes a program of action and information to earn public pinchAnd acceptance.Publicity is the marketing-oriented aspect of public relations. It can be defined as non personal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio, television, or stage. Of course, bad publicity can damage a companys reputation and diminish brand equity.Public Relations has three steps-Listen to the public Public relation start with good marketing research.Change Policies and procedures Businesses dont earn understanding by bombarding the public with propaganda, they earn understanding by having programs and policies and practices in their public engage .Inform people that youre being responsive to their needs Its not enough to simply have programs in the public interest. You have to tell the public about those programs so that they know youre being responsive Public relations has more power to influence consumers because the message comes from source that is perceived as being more trustworthy.Advantages of PublicityCreates a positive attitude toward a product or companyEnhances credibility of a product or companyDisadvantages of Publicitywhitethorn not permit accurate measurement of effect on salesInvolves much effort directed toward non-marketing-oriented goals5.Promot ional techniques used to reach customersThere are several(prenominal) Promotional techniques that encourage/stimulate customers to patronize a specific retail store or to try a specific product. These promotional techniques give various benefits/bonuses to customers and these are mainly classified as1.CouponsThis is the most common technique which usually reduce the purchase price or offered as cash. Need to state the offer clearly and make it easy to recognize.2. HandoutAwash in CouponsLooks at the volume of coupons (323 bn) and the poor redemption rate (less than 3%). Looks at more innovative media to stimulate coupons (currently over 80% are delivered via the Sunday paper).in store by the products, as customers exit the store based on purchasesdiscussed delivering coupons to customers as they enter the store, using a card that swipes to indicate past purchases. Past buying behavior is the best predictor of future buying patternsUsers only redeem coupons they would ordinarily pur chase. 75% of the coupons are redeemed by consumers who would buy the brand already..3 DemonstrationsExcellent attention getters. Labor costs are usually high.4. Frequent User IncentivesMajor airlines, helps rear customer loyalty to a specific company. Credit card companies. Trading stamps-Co-ops back in England, foster retail loyalty.5. Point of Purchase Display external signs, window displays, counter pieces, display racks. 90% of retailers believe that point of purchase materials sell products.Essential for product introductions. Also with 2/3 of purchasing decisions make in the store, they are important.6. Free SamplesStimulate trial of product. Increase sales volume at the early stage of the product life cycle and bind desirable distribution .Most expensive sales promotion technique. Not appropriate for mature products and slow turnover products.7. Money Refunds/RebatesSubmit proof of purchase and mail specific refund, usually need multiple purchase for refund. Helps promote trial use, due to the complexity of the refund, it has little impact. Customers have a poor perception of rebate offered products. Used extensively in the Auto and Computer industry.8. Premium ItemsOffered free or at minimum cost as a bonus. Used to gain competitors customers,different sizes of established products. McDonalds Last summer the following tie-in premium programs.Casper with Pepsi, Pizza Hut, Choice HotelsCongo with Taco BellBatman Forever with McDonalds, Kelloggs , Six Flags, SearsPocahontas with Chrysler, Nestle, General Mills, Burger powerfulnessMighty Morphin with McDonaldsCents-off OfferStrong incentive for trying a product-very similar to coupons, but are a part of the package.Consumer Contests and SweepstakesConsumers compete based on their uninflected or creative skills. Must be accurate or you will anger customers/retailers.Sweepstakes are prohibited in some states.ConclusionFrom the above word of honor of various Promotion and sales technique we conclude t hat promotion with advertising is a part of total system approach that lead to maketing principles. Promotion and sales are interdependent on each other. It helps to increase demand for the product with a view to increase the companys sale and profit.