Ninja Turtles

Chapter 8

gross sales furtherance

right of first publication © 2011 Pearson Canada Inc.

Learning Objectives
1)
2)
3)

Distinguish between consumer
advancements and peck onward motions
Describe the steps in the sales promotion
planning process
measure the role of consumer promotions
in achieving particular market
communications and marketing objectives
(continued)
Copyright © 2011 Pearson Canada Inc.

8 -2

Learning Objectives (Continued)
4)

5)
6)

Assess the role of trade promotions in
achieving specific marketing communications
and marketing objectives
Outline the nature of various consumer
promotion and trade promotion activities
Assess various criteria for integrating sales
promotion strategies with other integrated
marketing communication strategies
Copyright © 2011 Pearson Canada Inc.

8 -3

Sales Promotion
Sales Promotion an activity that
provides special incentives to bring about
contiguous response from customers,
distributors, and an organizations sales
force
Consumer promotions
business promotions
Copyright © 2011 Pearson Canada Inc.





8 -4

Consumer Promotion
Consumer Promotion incentive(s)
offered to consumers to stimulate
purchases or encourage loyalty
Pull demand created by directing
promotional activities at consumers or final
users, who in turn instancy retailers to supply
the ingathering or service
Copyright © 2011 Pearson Canada Inc.

8 -5

Trade Promotion
Trade Promotion an incentive offered to
channel members to encourage them to
provide marketing and merchandising
support for a particular product
Push demand created by directing
promotional activities at intermediaries, who
in turn promote the product among consumers
Copyright © 2011 Pearson Canada Inc.

8 -6

Sales Promotion Planning
Sales Promotion Planning involves
developing a plan of action for
communicating incentives to the
appropriate target markets (consumers and
trade customers) at the right time
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