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Published by Vaibhav D Raval

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Published by: Vaibhav D Raval on Jul 26, 2012
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08/03/2013

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 Biyani's Think Tank
Concept based notes
Sales Promotion
 B.Com. Part-I
Ms. Nandita Sarsar
LecturerDeptt. of Commerce (Mgmt)Biyani Girls College, Jaipur
Fore more detail:- http://www.gurukpo.com
 
 
Preface
am glad to present this book, especially designed to serve the needs of the students.The book has been written keeping in mind the general weakness in understanding thefundamental concepts of the topics. The book is self-explanatory and adopts the“Teach Yourself” style. It is based on question-answer pattern. The language of book is quite easy and understandable based on scientific approach.I any further improvement in the contents of the book by making corrections, omissionand inclusion in keen to be achieved based on suggestions from the readers for which theauthor shall be obliged.I acknowledge special thanks to Mr. Rajeev Biyani, Chairman & Dr. Sanjay Biyani,Director (Acad.), Biyani’s Group of Colleges, who are the backbones and main conceptprovider and also have been constant source of motivation throughout this endeavour. Ialso extend my thanks to M/s. Hastilipi, Omprakash Agarwal/Sunil Kumar Jain, Jaipur,who played an active role in coordinating the various stages of this endeavour andspearheaded the publishing work.I also want to thank Ms. Shivani Singh and Ms. Swati Singh for her support and guidanceduring my writing work.I look forward to receiving valuable suggestions from professors of various educationalinstitutions, other faculty members and students for improvement of the quality of thebook. The reader may feel free to send in their comments and suggestions to the undermentioned address.
Author
I
Fore more detail:- http://www.gurukpo.com
 
SECTION -A
 Q.1 Define sales promotion? What is the nature, role & importance of salespromotion?ORWhat is sales promotion? Discuss the nature, role & importance of salespromotion.Ans.:
Sales promotion is a key factor & strategy for marketers within the promotionalmix. Sales promotion refers to many kinds of incentives & techniques directedtowards consumers & traders with the intention to produce immediate or shortterm effects. Sales promotion helps in stimulating trial or purchase by finalcustomers or others in the channel. A marketer can increase the value of itsproduct by offering an extra incentive to purchase a product or brand. A fewdefinitions are quoted below:-1.
 
American Marketing Association - Sales promotions is media & non mediamarketing pressure applied for a predetermined, limited period of time in order tostimulate trial & impulse purchases, increase consumer demand or improveproduct quality.2.
 
Council of Sales Promotion Agencies – sales promotion is a marketing disciplinethat utilizes a variety of incentives techniques to structure sales related programstargeted to consumers/trade/ and or sales level, that generate a specific measurableaction or response for a product/service.3.
 
Institute of sales promotion, U.K. – “Sales promotion comprises that range of techniques used to attain sales/marketing objectives a cost effective manneradding value to a product or service either to intermediate or end users, normallybut not exclusively within a definite time period”.Sales promotions have 3 distinct characteristics –(a)
 
Communication – They gain attention & usually provide information that maylead the consumer to the product.(b)
 
Incentive – They give certain concession, inducement or contribution thatgives value to the consumer.(c)
 
Invitation – They invite a distinct invitation to engage in the tre.
Nature of sales promotion:-
 1.
 
Irregular / non recurring activity- Sales promotion is an irregular & non recurringactivity to increase the sales & this technique is used for specific situations only
Fore more detail:- http://www.gurukpo.com

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