Marketing S.S.S 1 Third Term

WEEK 4

Promotion

Performance Objectives

Students should be able to explain:

1. Meaning of promotion

2. Forms of promotion

3. Pricing - off

4. Coupon

5. Salesman competition

6. Loyalty scheme

Meaning of Promotion

Promotion could be described as the use of any incentive by a manufacturer to induce the trade ( wholesaler and retailer) or consumer to buy brand and to encourage the sales force to aggressively sell it. It must be noted that sales promotion even though can influence but may not be able to compensate for a poorly trained sales force, give the trade or consumer any compelling long-term reason to continuing purchasing a brand, permanently stop as established brand's declining sales trend or change the basic non-acceptance of an undesirable brand.

Promotion is an effort by the.... View More