03-12-2012, 12:01 PM
Sales Promotion
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Role of sales promotion:-
1. To popularize goods and services of the producer among the potential consumers
& to motivate them towards larger purchases.
2. To motivate the existing customers for maximum purchase.
3. To maintain the sales up to normal level even during seasonal vacations & during
the declining stage of PLC.
4. To increase goodwill of the firm.
5. To educate customers/dealers & salesmen about the techniques of sales
promotion.
6. To simplify the efforts of sales force & motivate them for larger purchase.
7. To stimulate maximum sales on special occasions such as Diwali, religious
festivals & other such occasions.
8. To search for a new market & to introduce new products in to the market.
9. To counteract competition.
10. To facilitate coordination & proper link between advertising and personal selling.
11. To promote larger sales in certain specified segments of market.
12. To present a counter promotional program against the competitors.
13. To develop patronage habits among customers.
14. To prove the product better in quality & users.
Distinction of sales promotion & personal selling.
1. Role:- Sales promotion helps to increase the effectiveness of personal
selling & personal selling creates desire for a product thereby effecting
sales .
2. Motivation:-Sales promotion provides physical motivation to customers
personal selling provides physical and emotional motivation to customers
3. Personal presence:-Personal presence of salesmen is not necessary in
sales promotion whereas in personal selling salesmen is required for
selling.
4. Media:-Sales promotion can be presented through any media like vocal,
written or audio visual personal selling it can be presented through vocal
media only.
5. Compumentary function:- Sales promotion is complimentary to personal
selling whereas personal selling does not complement to the sales
promotion program.
6. Continuity:- Sales promotion is not used as a securing activity whereas
personal selling is a routure activity which regularly operates.
7. Orientation:- Sales promotion is oriented largely towards the firms or its
product , personal selling in customer oriented.
8. Object:-The objective of sales promotion is to feel a gap between
advertising & personal selling & the objective of personal selling is to
solve the problems of customers & to get more sales