Several factors have contributed to the rapid growth of sales promotion PDF

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Several factors have contributed to the rapid growth of sales promotion - First internal factor that product managers face great pressure to increase current sales => they view promotion as a effective short-run tools - External factor that competitiveness between companies that make use of promotion as differentiation => they uses promotion to help differentiate offers - Thirdly, to boost advertising effieciency ( decrease in marketing effeciency due to rising costs, media clutter, and legal restraints) - Finally, customers become more deal oriented ( kiểu thích low price and better deals) Next is how to Implement customer promotions - First set sales promotion objectives => it depends on the company - Choose the correct promotion tools to to achieve the objectives 1. Samples: are offers of a trial amount of product 2. Coupons (discounts): are certificates that saves buyers money when purchase specified product 3. Price packs (cents-off deals) offers customer saving off regular price of a product. That means u often pay a less than you have to pay for two kind of products when you purchase both of them in one pack 4. Premiums: are goods offered either free or at low cost as an incentive to buy the product 5. Advertising specialty (promotional products): useful articles imprinted with an advertiser’s name, logo, or message that are given as gift to consumers. 6. Point of purchase (POP) include displays and demotrations that take place at a point of sale 7. Contests, sweepstakes, and games 8. Event marketing (event sponsorships) relates to the case study as RedBull sponsored many sports events to have their names like everywhere. Event marketing is huge, it could be the fastest growing area of promotion. An important purpose of doing event marketing is to positioning your brand, differentiate from other brands as customer have the chance to directly engage with the brand.

Surprisingly, social selling is a type of relationship oriented marketing ROM

focuses on customers value by listen to their customers, engage in the customer needs, organize efforts to solve the customers problem => building longterm relationship with the customers, brand loyalty and gain mutual trust => from long-term customer =>>>>>>>> PR, share the brand awareness to other potential customers =>> more customers Example: Social media => long-term relationship = followers Clients events - TOM focuses on the products rather than the customers => aim for higher sales figures By showing the pros of products as well as promotions to make the product more appealing to customers. Transaction orientation marketing can be efficient when used correctly. Companies can save money by not funding extensive customer service or customer data management. In addition to cost savings, when a company uses transaction orientation, it becomes much easier to attach advertising expenses to actual sales and track the success of marketing tactics. RB trở thành close knit brand community => relationship oriented...