Promotions A Communication Link Between Buyers And Sellers Marketing Essay

Promotions A Communication Link Between Buyers And Sellers Marketing bear witnessThe term Promotion and Sales be totally interdependent on each other. Promotion is a communication link between buyers and sellers. It is a live of informing, persuading, and influencing a consumers purchase decision. Promotional activities include media advertise, direct postal service, personal selling, gross sales promotion and familiar transaction.A sale consists of marketing activities other than personal selling, advertising and public relations that stimulate consumer purchasing and dealer effectiveness. Sales promotion is a subset of promotion. In other words, sales promotion is not the same affaire as promotion. Promotion is a much broader term.The Promotional mix works like a subset of the marketing mix, with its product, distribution, promotion, and pricing elements. With the promotional mix, the marketers attempt to realize an best blend of versatile elements to achieve promotiona l objectives. The promotional mix requires a carefully designed blend of variables to satisfy the needs of a companys customers and achieve organisational objectives.I. Personal Selling - is the oldest form of promotion. It is conducted on a person-to-person basis with the buyer. It involves the search for new prospects and follow up service after the sale. It is mainly bet to face notification and promotions of goods and services. Its much accurately described today as helping others satisfy their wants and needs. This direct form of promotion may be conducted universal Relations and populaceity- Public relations refer to a firms communications and relationships with its various publics. These publics include customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates. It is the management pass away that evaluates public attitudes and procedures in response to public request.Publicity is the marketing-or iented aspect of public relations. It can be defined as non personal stimulation of demand for a good, service, person, cause, or organization done complimentary placement of significant news rough it in a published medium or through a favorable presentation of it on the radio, television, or stage. Of course, bad publicity can damage a companys reputation and diminish brand equity. advert has gone through five major stages of development domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising mental synthesis a brand while speaking with one voice, developing economies of outmatch in the creative process, maximizing local effectiveness of ads, and increasing the companys speed of implementation. born(p) from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions exporting executions, producing local executions, and importing ideas that travel.24Advertising interrogation is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.The first step is of prospecting. Prospecting involves researching potential buyers and choosing those most likely to buy. That selection process is called qualifying. To qualify people government agency to make sure that they have need for product, the authority to buy and the willingness to listen to a sales messa ge. A person who meets these criteria is called a prospect.In this approach you must learn as much as possible about customers and their wants and needs. In this gathering the information before you approach the customer is critical. As we said an congressman of CRM selling you would know which people are likely to buy or use it.In this the main idea is to give an impression of friendly professionalism, to create rapport,, to build credibility, and to start a relationship. Often the decision of whether to use a software package depends on reliable service from the salesperson.In the actual presentation of the CRM software, the idea is to match the benefits of your value package to the clients needs. Various companies provide sales proposal software that include everything from power point presentations to competitive analysis. During the presentation is a great time to use testimonal toThe selling process isnt over until the order is approved and the customers is happy. The sales r elationship may continue for years as you move to new request for information. Salesperson realy needs to be providers of solutions to their customers and also needs to think about happen after the sale. The follow up step includes treatment customers complaints ,making sure the customers questions are answered and quickly supplying what the customers wants.Steps involved in setting up a public relations programmePublic relations refer to a firms communications and relationships with its various publics. These publics include customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates. It is the management function that evaluates public attitudes and procedures in response to public request.Publicity is the marketing-oriented aspect of public relations. It can be defined as non personal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio, television, or stage. Of course, bad publicity can damage a companys reputation and diminish brand equity.Public Relations has three steps-Listen to the public Public relation start with good marketing research.Change Policies and procedures Businesses dont earn understanding by bombarding the public with propaganda, they earn understanding by having programs and policies and practices in their public come to .Inform people that youre being responsive to their needs Its not enough to simply have programs in the public interest. You have to tell the public about those programs so that they know youre being responsive Public relations has more power to influence consumers because the message comes from source that is perceived as being more trustworthy.Advantages of PublicityCreates a positive attitude toward a product or companyEnhances credibility of a product or companyDisadvantages of Publicity may not permit accurate measurement of effect on salesInvolves much effort directed toward non-marketing-oriented goals5.Promotional techniques used to reach customersThere are some(prenominal) Promotional techniques that encourage/stimulate customers to patronize a specific retail store or to try a specific product. These promotional techniques give various benefits/bonuses to customers and these are mainly classified as1.CouponsThis is the most common technique which usually reduce the purchase price or offered as cash. Need to narrate the offer clearly and make it easy to recognize.2. HandoutAwash in CouponsLooks at the volume of coupons (323 bn) and the poor redemption rate (less than 3%). Looks at more innovative media to drop out coupons (currently over 80% are delivered via the Sunday paper).in store by the products, as customers exit the store based on purchasesdiscussed delivering coupons to customers as they enter the store, using a card that swipes to indicate past purcha ses. Past buying behavior is the best predictor of future buying patternsUsers only redeem coupons they would ordinarily purchase. 75% of the coupons are redeemed by consumers who would buy the brand already..3 DemonstrationsExcellent attention getters. Labor costs are usually high.4. Frequent User IncentivesMajor airlines, helps further customer loyalty to a specific company. Credit card companies. Trading stamps-Co-ops back in England, foster retail loyalty.5. Point of Purchase Display impertinent signs, window displays, counter pieces, display racks. 90% of retailers believe that point of purchase materials sell products.Essential for product introductions. Also with 2/3 of purchasing decisions make in the store, they are important.6. Free SamplesStimulate trial of product. Increase sales volume at the early stage of the product life cycle and run desirable distribution .Most expensive sales promotion technique. Not appropriate for mature products and slow turnover products.7. Money Refunds/RebatesSubmit proof of purchase and mail specific refund, usually need multiple purchase for refund. Helps promote trial use, due to the complexity of the refund, it has little impact. Customers have a poor perception of bank discount offered products. Used extensively in the Auto and Computer industry.8. Premium ItemsOffered free or at minimum cost as a bonus. Used to imbibe competitors customers,different sizes of established products. McDonalds Last summer the following tie-in premium programs.Casper with Pepsi, Pizza Hut, Choice HotelsCongo with Taco BellBatman Forever with McDonalds, Kelloggs , Six Flags, SearsPocahontas with Chrysler, Nestle, General Mills, Burger world powerMighty Morphin with McDonaldsCents-off OfferStrong incentive for trying a product-very similar to coupons, but are a part of the package.Consumer Contests and SweepstakesConsumers compete based on their uninflected or creative skills. Must be accurate or you will anger customers/retailer s.Sweepstakes are prohibited in some states.ConclusionFrom the above intelligence of various Promotion and sales technique we conclude that promotion with advertising is a part of total system approach that lead to maketing principles. Promotion and sales are interdependent on each other. It helps to increase demand for the product with a view to increase the companys sale and profit.