KOTLER CAPÍTULO 16 😊 (16.9) | Principales HERRAMIENTAS DE PROMOCIÓN de ventas y MARKETING
Updated: February 24, 2025
Summary
The video delves into the world of sales promotion tools, exploring strategies used by marketing managers to enhance brand visibility and drive consumer engagement. Consumer promotions such as product sampling, discounts, and premiums are highlighted for their role in influencing purchasing decisions. Trade promotions targeting retailers and industries are also discussed, showcasing how discounts, allowances, and exhibitions can help in establishing new contacts and boosting sales effectively.
Introduction and Overview
The speaker introduces the topic of sales promotion tools and mentions the previous video. They discuss the tools used by marketing managers to promote their brands, following the structure of Cutler's book.
Consumer Promotions
Explanation of consumer promotions and their significance in marketing. Different types of consumer promotions like product sampling, offering premiums, discounts, and rebates are discussed with examples.
Trade Promotions
Details about trade promotions targeting retailers, wholesalers, and industries purchasing products. Tools like discounts, rebates, demonstration equipment, exhibitions, and promotional allowances are explained.
Advantages of Trade Promotions
The benefits of trade promotions including establishing new contacts, showcasing new products, increasing sales to existing customers, and leveraging technology and publications for promotion.
FAQ
Q: What are consumer promotions?
A: Consumer promotions are techniques used by marketing managers to incentivize consumers to purchase a product or service, often through methods like discounts, rebates, product sampling, and offering premiums.
Q: What is the significance of consumer promotions in marketing?
A: Consumer promotions play a crucial role in increasing product visibility, attracting new customers, encouraging repeat purchases, and differentiating products from competitors in the market.
Q: Can you provide examples of consumer promotions?
A: Examples of consumer promotions include product sampling at supermarkets, offering free gifts or premiums with purchase, providing discounts on products, and giving rebates to customers.
Q: What are trade promotions?
A: Trade promotions are marketing activities that target retailers, wholesalers, and industries purchasing products, aimed at increasing product demand among these business partners and ultimately driving sales.
Q: What tools are used in trade promotions?
A: Tools used in trade promotions include discounts to retailers, rebates, demonstration equipment for showcasing products, participation in exhibitions, and offering promotional allowances to encourage sales.
Q: What are some benefits of trade promotions?
A: Benefits of trade promotions include establishing new business contacts, showcasing new products to key partners, increasing sales to existing customers, and leveraging technology and publications for effective promotion.
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