NAMA : WINDA RAHAYU
NPM : 28210530
KELAS : 3EB23
1.what is promotion?
Promotion is
a form of corporate communication that uses various methods to reach a targeted
audience with a certain message in order to achieve specific organizational
objectives. Nearly all organizations, whether for profit or not for profit, in
all types of industries, must engage in some form of promotion. Such efforts
may range from multinational firms spending large sums on securing high profile
celebrities to serve as corporate spokespersons to the owner of a one-person
enterprise passing out business cards at a local businessperson’s meeting.
Like most
marketing decisions, an effective promotional strategy requires the marketer
understand how promotion fits with other pieces of the marketing puzzle (e.g.,
product, distribution, pricing, target markets). Consequently, promotion
decisions should be made with an appreciation for how it affects other areas of
the company. For instance, running a major advertising campaign for a new
product without first assuring there will be enough inventory to meet potential
demand generated by the advertising would certainly not go over well with the
company’s production department (not to mention other key company executives).
Thus, marketers should not work in a vacuum when making promotion decisions.
Rather, the overall success of a promotional strategy requires input from
others in impacted functional areas.
2. what is sales promotion
Sales
promotion is one level or type of marketing aimed either at the consumer or at
the distribution channel (in the form of sales-incentives). It is used to
introduce new product, clear out inventories, attract traffic, and to lift
sales temporarily. It is more closely associated with the marketing of products
than of services. The American Marketing Association (AMA), in its Web-based
"Dictionary of Marketing Terms" defines sales promotion as
"media and nonmedia marketing pressure applied for a predetermined,
limited period of time in order to stimulate trial, increase consumer demand,
or improve product availability. Business pundits and academic students of
business have developed almost fancifully sophisticated views of sales
promotion. In down-to-earth terms it is a way of lifting sales temporarily by
appealing to economic motives and impulse-buying behavior. The chief tools of
sales promotion are discounts ("sales"), distribution of samples and
coupons, the holding of sweepstakes and contests, special store displays, and
offering premiums and rebates. All of these techniques require some kind of
communication. Thus sales promotion and advertising are difficult to
distinguish.
The need for
promotion arises from the intensity of competition. Sellers must somehow
attract customers' attention. In the open markets of old (and farmers markets
of today), sellers did and do this by shouting, joking with customers, and
sometimes by holding up a squealing piglet for everyone to see. Priya Raghubir
and his coauthors, writing in California Management Review, identify
"three faces" of consumer promotions: these are information, economic
incentive, and emotional appeal. Information may take the form of advertising
the availability of something, incentives are offered in the form of discounts,
and emotional appeals are made by displays and, of course, by the low price itself.
Precisely
because sales promotions must provide incentives whether to the distribution
channel, the company's own sales people, or to the consumer they cost money by
definition and must produce additional volume to pay for the expenditures. A
grand sale that clears out the inventory but, with added advertising costs factored
in, reduces margin too is a failure. Sales promotions therefore must be
carefully calibrated to achieve the purpose. Holding promotions too frequently
will habituate customers to buy only when promotions are in effect. Avoiding
promotions altogether will let competitors draw customers away. Alas, business
never fails but to challenge the participant.
3.kind of promotion?
Types of Promotions
There are
various ways to offer special prices on products including the following:
1. Specific amount off a particular
product
2. Specific amount off a whole order
3. Percentage amount off a particular
product
4. Percentage amount off a whole order
5. Specific amount or percentage off a
product based on an attribute
6. Free product or free order
7. Free shipping for a specific product
4. why do we need promotion
1. For increase consumer loyality
2. Blocking rival activity
3. Increase vertical distribution
4. Increase consumtion product amount
· Past tense
1. to reach a targeted
2. should be made with an appreciation
3. with added advertising
4. type of marketing aimed either at the consumer
5. more closely associated with the marketing
6. potential demand generated by the advertising
7. sellers did and do this
8. incentives are offered in the form of discounts
9. marketing pressure applied for a predetermined
10. appeals are made by displays
11. others in impacted functional areas
12. of business have developed almost
· Present tense
1. promotional strategy requires the
marketer
2. how promotion fits with other
3. appreciation for how it affects other
areas
4. communication that uses various
methods
5. A grand sale that clears out
6. from multinational firms spending
large sums
7. The need for promotion arises from
the intensity
8. Holding promotions too frequently
9. Avoiding promotions altogether
10.
business
never fails but to challenge
