南开大学市场营销英语（第二版）课件-week 12.pptVIP

Promotion (3) Echo Outline Sales promotion Sales promotion objectives Categories of sales promotion Definition It refers to promotional activities intended to induce buyers to purchase, or try, a product, or to stimulate the effectiveness of channel members. Sales promotion objectives Introduce a new product Encourage greater usage Combat or offset competitors’ marketing efforts Stimulate product trial Category There are 3 categories of sales promotion: consumer, trade and salesforce. Consumer promotion: Samples: standard or trial size giveaways Coupons Premiums: an e