COMM 223 Chapter Notes - Chapter 16: Sales Promotion

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Kemal Buyukkurt

Document Summary

Personal selling: personal presentation by the firm"s sales force for the purpose of making sales. More effective in complex selling situations (product and related service are technically complex, involve many details that need periodic attention, etc. ) Boundary obstacle: it is simply difficult to consider the interests of both the customer and the firm at the same time. Sales promotion: sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. (buy now or act now) Consumer promotions: urge short-term customer buying, enhance long-term customer relationships, reward repeat buying, samples, coupons (printed or digital form), cash refund, price packs, premiums, pop displays and demonstrations, contests, sweepstakes, games, and event sponsorship.