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promtotion by Mind Map: promtotion

1. Procedures for Setting a Promotional Budget

1.1. All-you-can-afford method  Incremental method  Competitive parity method  Percentage-of-sales method  Objective-and-task metho

2. Promotional Objectives

2.1. Increase sales  Stimulate impulse and reminder buying  Raise customer traffic  Get leads for sales personnel  Present and reinforce the retailer image  Inform customers about goods and services  Popularize new stores and Web sites  Capitalize on manufacturer support  Enhance customer relations  Maintain customer loyalty  Have consumers pass on positive comments

3. Personal Selling

3.1. Oral communication with one or more prospective customers for the purpose of making a sale

3.1.1. Personal Selling Objectives for Retailers  Persuade customers to buy  Stimulate sales of impulse items or products related to customers’ basic purchases  Complete customer transactions  Feedback information to company decision makers  Provide proper levels of customer service  Improve & maintain customer satisfaction  Create awareness of items also marketed through the Web, mail, and telemarketing

3.2. Disadvantages  Limited number of customers handled at one time  High costs  Doesn’t get customer in store  Self-service discouraged  Negative attitudes toward salespeople

3.2.1. Advantages  Message can be adapted  Many ways to meet customer needs  High attention span  Less waste  Better response  Immediate feedback

3.3. Typical Personal Selling Functions

3.3.1. greet customers

3.3.2. determine customer wants

3.3.3. show merchandise

3.3.4. gives sales peresentation

3.3.5. demonstrate good and service

3.3.6. answer objective

3.3.7. close the sale

4. Public Relations Objectives for Retailers

4.1. Increase awareness of the retailer and its strategy mix  Maintain or improve the company image  Show the retailer as a contributor to the public’s quality of life  Demonstrate innovativeness  Present a favorable message in a highly believable manner  Minimize total promotion costs

4.2. Increase awareness of the retailer and its strategy mix  Maintain or improve the company image  Show the retailer as a contributor to the public’s quality of life  Demonstrate innovativeness  Present a favorable message in a highly believable manner  Minimize total promotion costs

4.2.1. Disadvantages  Some retailers do not believe in spending on image-related communication  Little control over publicity message  More suitable for short run  Costs for PR staff, planning activities, and events

5. Sales Promotion

5.1. Encompasses the paid communication activities other than advertising, public relations, and personal selling that stimulate consumer purchases and dealer effectiveness

5.1.1. Types of Sales Promotions

5.1.1.1.  Displays  Contests  Sweepstakes  Coupons  Frequent shopper programs  Prizes  Samples  Demonstrations  Referral gifts  Other limited-time selling efforts

5.2. Sales Promotions Objectives for Retailers

5.2.1. Increasing short-term sales volume  Maintaining customer loyalty  Emphasizing novelty  Complementing other promotion tools

5.3. Advantages  Eye-catching appeal  Distinctive themes and tools  Additional value for customer  Draws customer traffic  Maintains customer loyalty  Increases impulse purchases  Fun for customers

5.3.1. Disadvantages  Difficult to terminate  Possible damage to retailer’s image  More stress on frivolous selling points  Short-term effects only  Used as a supplement

5.4. Types of Sales Promotions

5.4.1. samples

5.4.2. point of purchse

5.4.3. prizes

5.4.4. frequent shopper programme

5.4.5. coupons

5.4.6. special events

5.4.7. pens,back,mugs

5.5. Planning a Retail Promotional Strategy

5.5.1. determintation promotion objective

5.5.2. establish promotion budjet

5.5.3. select promotion mix

5.5.4. implment

5.5.5. review AND REVISE

6. Implementation Decisions

6.1. Media  Timing  Content  Makeup of Sales Force  Sales Promotion Tools  Responsibility for Coordination

7. By the way, this is a floating topic. To create a floating topic, simply drag it away from the map center.