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Chapter
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1
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Introduction:
The Importance of Sales Promotion
The importance and growth of sales promotion in today's markets.
The participation by shoppers and buyers in sales promotion
schemes. The amount spent on sales promotion, and comparisons
with other activities. |
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2
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Definition
of Terms: What is Sales Promotion?
The basis of business and marketing. The major elements of
products and services - function, economics, psychology. The
marketing mix and the four Ps - product, price, place, promotion..
The main communication tools - advertising, sales promotion,
publicity, direct selling, direct marketing. The impact of
sales promotion on organizations. Definitions of sales promotion.
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3
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The
Evolution of Sales Promotion
The early industrial era - production was king. Brand proliferation.
Market segmentation - mass to almost individual. The "new"
marketing philosophy - the customer is king and quality matters.
The power of retailers over manufacturers. Manufacturers and
sales promotion. Tactics and strategy. Tighter control by
management over sales promotion schemes. |
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4
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The
E-Dimension of Sales Promotion
The growth and use of e-business. The take‐up and use
of e-business in sales promotion. Changes in purchasing habits
- intangible/physical products. Examples of e-promotions,
including best practice. Is e-promotion right for your product/service?
- the medium is the message. |
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5
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The
Global Dimension of Sales Promotion
Factors influencing international promotions. Promoting in
a single country abroad. Multiple-country promotions. Sales
promotion without borders. Best practice. |
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6
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The
State of The Art in Sales Promotion
The need for quality control. Promotional partnerships. Why
do promoters promote? The mnemonic SMART. Promotional
needs. The 10 objectives that sales promotion can meet. Strategic
hierarchies. Types of sales promotions - value/price and instant/delayed.
The Hoover saga. Budget, timing, and communication. Legal
matters. Using outside suppliers - the need to use them. The
future. |
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7
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Sales
Promotion in Practice
Tips on making sales promotion schemes better. Award schemes
and the 2001 prizewinner (UK). Multiple-client promotion.
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8
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Key
Promotional Concepts and Thinkers
Glossary of terms. Creativity. Using the media. Research and
evaluation. Major thinkers. |
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9
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Sales
Promotion Resources
Trade associations and other bodies. Books and journals. EU
draft legislation on a code of practice. |
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10
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Ten
Steps to Making Sales Promotion Work
The 10 steps for effective sales promotion are as follows.
Understand or know your customers. Set objectives and plan
strategy. Apply the basic principles of the decision-making
process. Understand the techniques/mechanics of promotions.
Do your research. Set a clear reward structure. Decide on
an implementation plan and check it rigorously. Take legal
advice before running international promotions. Evaluate the
success of your promotion. Conduct a total review.
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