About This Chapter
PLACE Marketing: Sales Promotion - Chapter Summary
From trade sales to Web-based promotions, this chapter's video lessons will guide you through the methods and rationales behind different sales promotion strategies used by businesses. You'll study the roles of customer relationship management (CRM), public relations (PR) and advertising in companies. Once you finish the lessons, you'll be able to do the following on the PLACE Marketing Education exam:
- Recognize the purpose of relationship selling
- List the steps involved in personal selling
- Explain the consumer communication process
- Discuss the components of the marketing mix and promotional mix
- Define the AIDA concept
- Describe methods of sales promotion
- Address the role of technology in CRM
- Identify types of advertising
- Understand the purpose of PR and how it differs from advertising
In our short videos, experienced instructors walk you step-by-step through entertaining, real-world business situations to explain sales promotion concepts. You can review the key terms and points by reading the lesson transcripts as well. A multiple-choice quiz accompanies each of the lessons so you can assess your comprehension of promotion and advertising.
PLACE Marketing: Sales Promotion Chapter Objectives
The PLACE Marketing Education test measures your understanding of key terms, principles and concepts in the field. The exam, which is a licensure requirement for Colorado marketing teachers, covers objectives in three categories: a) marketing, b) marketing education and careers, and c) basic marketing and business concepts.
Like our self-assessment lesson quizzes, this PLACE test is in a multiple-choice format. The material on sales promotion explained in the chapter is part of the exam's questions within the marketing section.
1. Relationship Selling vs. Traditional Methods: Definition and Purpose
Promoting is an important method of communicating the benefits of a product or service. The traditional way of selling does not take into account developing a long-term relationship with customers and is more concerned with just making a sale. The proper way of selling in a marketing environment is relationship selling. This is concerned with solving customer product needs and delivering long-term customer service.
2. Personal Selling: The Steps of the Selling Process
This lesson introduces you to the concept of personal selling. You will learn about the steps in the personal selling process, including how to close a deal.
3. Promotion and the Consumer Communication Process
The marketing communication process' sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market.
4. Goals of Promotion and the Marketing Mix
Before deciding on a final campaign, marketing managers need to decide what the promotional goals will be for their overall marketing strategy. Depending on the type of product, marketers need to either inform, persuade or remind consumers about product benefits and features.
5. Consumer Awareness of Promotion: The AIDA Acronym
Have you ever sampled foods in a grocery store? This is one of the techniques marketing companies use to draw your business. In this lesson, you'll learn about how consumers become engaged in a promotional message. Discover the AIDA concept and understand how consumers respond to a marketing message.
6. The Promotional Mix: Target Markets, Buying Decisions & More
The promotional mix is one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. In this lesson, you'll learn how a marketing team uses the promotional mix to reach company objectives and goals.
7. Web-based Sales Promotion: Definition & Basic Strategies
There are many ways to promote products and services online. Effective use of Web-based sales promotions can help a company market their specials and sales to consumers. Let's further explore web-based sales promotions
8. Sales Promotion in the Promotional Marketing Mix
Marketers use a wide range of sales promotion tools to incentivize consumers and intermediaries to buy. Watch this video to learn more about these tools and how they work.
9. Trade Sales Promotion and the Promotional Marketing Mix
Manufacturers offer all kinds of incentives to retailers to help sell their products. Watch this video to learn more about trade promotion and its goals, including persuading retailers, encouraging promotion, and maintaining stock.
10. Consumer Sales Promotion: Definition and Purpose
Manufacturers offer many kinds of incentives to encourage consumers to buy their products once they reach a retailer. Watch this video to learn more about how consumer sales promotion entices customers to buy.
11. Customer Relationship Management and Marketing Technology
Customer relationship management helps companies retain customers and boost the effectiveness of their marketing strategies. Watch this video to see how customer relationship management is guided by technology to provide the most appropriate level of customer service.
12. Types of Advertising: Institutional and Product Advertising
In this lesson, you'll learn about the different types of advertising and how the correct strategy a firm should take is based on their overall promotional objectives. Why do some companies directly advertise their products while others seem more concerned with their image?
13. How Public Relations Is Different from Advertising
Public relations helps companies build more personal relationships with their customers using advertising messages as their foundation. Watch this video to see how public relations creates positive images for companies and products.
14. Why Companies Use Public Relations
This lesson covers the reasons why companies use public relations as part of their promotional mix. Discover different public relations tools that you have likely seen everyday.
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Other chapters within the PLACE Marketing Education: Practice & Study Guide course
- PLACE Marketing: Internal Marketing Principles
- PLACE Marketing: External Marketing Principles
- PLACE Marketing: Product & Services Marketing
- PLACE Marketing: Pricing Objectives & Strategy
- PLACE Marketing: Basic Math Concepts
- PLACE Marketing: Transportation, Distribution & Logistics
- PLACE Marketing: Entrepreneurship
- PLACE Marketing: Accounting
- PLACE Marketing: Finance
- PLACE Marketing: Macroeconomics
- PLACE Marketing: Microeconomics
- PLACE Marketing: International Trade & Global Marketing
- PLACE Marketing: Human Resource Management
- PLACE Marketing: Employee Staffing & Retention
- PLACE Marketing: Business Laws & Regulations
- PLACE Marketing: Business Technology
- PLACE Marketing: Computer Literacy
- PLACE Marketing: Information Systems
- PLACE Marketing: Business Communication
- PLACE Marketing: Education & Career Planning
- PLACE Marketing: Employment Skills
- PLACE Marketing: Career Development
- PLACE Marketing Education Flashcards