教学课件 国际市场营销（第十三版）.ppt

Some possible effects of a sales promotion on sales Sales temporarily increase, then decrease, then return to regular level Sales temporarily increase and then return to regular level Sales increase and then remain at higher level Different types of sales promotion for different targets consumer B2B move products or generate leads intermediaries own employees banners, sample packages, point-of-purchase materials, sweepstakes contests, coupons trade show, virtual trade show trade promotion: merchandise allowances, promotion allowances, sales contests contests, bonuses, new accounts, sales meetings targets Terms review AIDA concept cooperative advertising advertising allowances sales promotion product advertising publicity Key terms advertising competitive advertising institutional advertising comparative advertising corrective advertising advertising agencies pioneering advertising copy trust reminder advertising Case study (Case 20) Question 1 What kinds of problems does Mark have after starting his business? Question 2 How does Mark try to build a favorable image for his company? How about the results? Question 3 What kind of proposal does the Mountain bike producer offer? Do you think Mark should accept the proposal ? Why and why not? Compensating and motivating salespeople Compensation varies with job and needed skills Payment methods vary Salary gives control—if there is close supervision Commissions can both motivate and direct Incentives should link efforts to results Commissions reduce need for working capital Compensation plans should be clear Sales managers must plan, implement, and control Personal selling techniques—prospecting and presenting Prospecting— narrowing down to the right target All customers are not equal How long to spend with whom? Three kinds of sales presentations may be useful The prepared sales presentation Consultative selling— builds on the marketing concept Selling formula approach —some of both AIDA helps