Promoting Goods and Services

Identify the objectives of promotion and the considerations involved in selecting a promotional mix.

     Promotion's chief objectives are communicating information about products, positioning products, and controlling sales volume. To meet these objectives, marketers must choose push or pull strategies. They must also select the best combination of tools &- advertising, personal selling, sales promotion, and/or publicity and public relations &-for the promotional mix.

Describe advertising strategies and advertising media.

     Advertising strategies include informing and persuading potential buyers, comparing different firms' products and reminding consumers about a product's existence. To implement these strategies, marketers may use various media&- newspapers, television, direct mail, radio, magazines, and outdoor advertising. These media differ in their cost and ability to segment target markets. Advertising may also differ in its focus on a  brand, viewpoint, oF company image, as well as in the target market&-consumer or industrial &- at which it is aimed.

Outline the tasks involved in personal selling and list the steps in the personal selling process.

     Personal selling is the oldest form of  selling, as well as the most expensive. In both retail and industrial situations,it may involve order processing, creative selling, and/or missionary selling. In the personal selling process, salespeople first identify and  qualify prospective buyers and then approach these individuals and present information about the product. If salespeople are able to overcome a customer's objections, they may be able to close the sale. Follow&-up after the sale is important to ensure repeat business.

Discuss the types of sales promotions and explain how publicity is used for promotion.

     Sales promotions, such as coupons, point&-of&-purchase (POP) displays, free samples, trading stamps premiums, trade shows, and contests increase the chances that customers will recognize and/or try a product. Publicity differs from the other types of promotions in that it is free, but it is often uncontrollable.

Explain how small businesses use promotion.

     Small businesses can use promotion to improve their sales and compete in local, national, and international markets. Because they have to watch their costs more closely, they may choose different advertising media and use them in different ways than some of their larger competitors.