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Business & Marketing
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Topic:
Sales Promotion Strategies
Essay Instructions:
What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing). Incorporate concepts and examples from this week’s lecture in your post.
Text
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. Zovio.
Chapter 5: Personal Selling
Chapter 6: Sales Promotion
Essay Sample Content Preview:
Sales Promotion Strategies
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Sales Promotion Strategies
Marketing managers can use three sales promotion strategies to get products to the consumer: push, pull, and a combination of pull and push (Ogden & Ogden, 2014). Push strategy involves a company using sales promotions to convince distribution channel members to "push" the product to the final consumer. For example, a company may offer a free case of fruit drink for every five cases purchased. The pull strategy is characterized by aiming sales promotion to the final product user in order to “pull” the product through the distribution channel (Brocato, 2010). In the pull strategy, the focus is put on the final consumer with the hope that they will inquire about the product from other distribution channel members like the retailer and thereby prompt them to stock the product. An example is offering coupons to customers for purchases of a skincare product, which encourages customers to ask...
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