unit-11营销英语课件.ppt

UNIT 11  SALES PROMOTION Define the term “sales promotion”. Identify the reasons for the rapid growth of sales promotion. 3. Understand the tools used for sales promotion. 4. Know the objectives of sales promotion. 5. Understand the limitations of sales promotion. I. Warm-up Qs: Besides advertising, what do you know can encourage people to buy ? How do you understand the saying at P129? How important do you think sales promotion is to an enterprise? What tools are likely to be used in sales promotion? II. What is sales promotion? It refers to short-term incentives to encourage the purchase or sale of a product or service. III. What are the favorable factors for the rapid development of sales promotion? 1. Consumers have become more and more deal oriented. 2. Managers find it hard to increase the sales of their products. 3. The company faces more competition within the same scope of business. 4.Some unfavorable factors result in the declining effects of advertising . 5.The increased retail power contributes a lot to sales promotion IV. The objectives of consumer sales promotion and trade sales promotion 1. The general objective of consumer sales promotion is to increase short- term sales or to help long-term market share. 2. The major objectives for trade promotion include: 1) To gain new retailers or maintain existing ones; 4) To encourage retailers to carry new items and more inventories V. What tools can be used in sales promotion? *** Consumer promotion and trade promotion tend to use different tools to achieve their own objectives. 1. Consumer promotion tools 1) Price Deals 2) Samples 3) Coupons 4) Cash Refunds 5) Advertising Specialties (Promotion Gifts) 6) Other tools that are often used in sales promotion: 2. Trade promotion tools 1) Trade Allowances Advantages and Disadvantages of Sales Promotion *Copyright ? 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia,