商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.18 promotional mix.ppt

Promotional Mix Promotional Mix Promotion is all about companies communicating with customers. A business’ total marketing communications programme is called the promotional mix and consists of a blend of advertising, personal selling, sales promotion and public relations tools. Promotional Mix Personal Selling “Push” and “Pull” strategies Public Relations Sales Promotion Advertising Promotion through PLC Personal Selling Personal selling can be defined as follows: Personal selling is personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale“. Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a “push” strategy (encouraging intermediaries to buy the product) or a “pull” strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). “push” and “pull” strategies A ‘push’ promotional strategy makes use of a companys sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. “push” and “pull” strategies A ‘pull’ selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. Personal Selling What are the main roles of the sales force? Kotler describes six main activities of a sales force: (1) Prospecting - trying to find new customers (2) Communicating - with existing a