ba 315- marketing management a sales promotion plan enterprise pick a peach
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Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH. Lindell Phillip Chew Chapter 11. BA 315-Chapter Eleven Objectives. To examine the scope, importance, and characteristics of sales promotion - PowerPoint PPT PresentationTRANSCRIPT
Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH
Lindell Phillip ChewChapter 11
Copyright Atomic Dog Publishing, 2002
BA 315-Chapter Eleven Objectives
To examine the scope, importance, and characteristics of sales promotion
To study the elements in a sales promotion and / or a direct marketing plan utilizing Enterprise Leasing of Ladue Missouri
Copyright Atomic Dog Publishing, 2002
Types of Promotion
Advertising Public Relations
Sales Promotion Personal Selling
Promotion Promotion MixMix
Copyright Atomic Dog Publishing, 2002
BA 315- Sales Promotion and Direct
Marketing
Sales promotion activities are important to
build traffic, attract attention, generate increased sales,
create excitement, and create a competitive advantage.
Sales promotion activities worldwide are at their
highest levels.
Copyright Atomic Dog Publishing, 2002
Developing a Sales Promotion Plan-ENTERPRISE LEASING
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining the Overall Plan
4.
Selecting Types of
Sales Promotion
5.Coordinating
the Plan
Feedback
6.Evaluating
Success or Failure
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan: Setting
Objectives
1.Setting
Objectives
Sales promotion goals are usually demand-oriented, and may be related to channel members and final consumers with the following objectives. We are
directing at business users (mfg & service)
Channel Members Gain distribution
Receive shelf space
Increase dealer enthusiasm
Raise sales
Get promotion co-op money
Final Consumers
Increase brand awareness
Do more product trials
Increase purchases
Undertake repurchases
Engage in impulse sales
Supplement other offers
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan: Assigning
Responsibility
1.Setting
Objectives
2.Assigning
Responsibility
Responsibilities are often shared by advertising marketing and sales
departments (e.g. Enterprise).
Firms work jointly with, and often hire, outside experts for
special events, shows, coupons, contests, print
materials, demonstrations, and cooperative sales
promotion events.
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan: Overall
Plan
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining the Overall Plan
The Peach of a deal sales promotion plan outline includes
Budget decisions (LEMON, Mailer and UPS $5.19/ mailer)
The orientation: channel members or final consumers
Conditions: eligibility requirements for participants
Media: types of vehicles to be used
Duration and timing of events
Co-op support: costs and benefits
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan: Types
of Promotion (1)
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining the Overall Plan
4.
Selecting Types of
Sales Promotion
Channel Member Promotions Trade shows/meetings
Training
Trade allowances
Special offers
Point-of-purchase displays
Push money
Sales contests
Free merchandise
Business User-Direct Mail-Lemon
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ENTERPRISE Sales Promotion Plan: Types
of Promotion (2)
1.Setting
Objectives
2.Assigning
Responsibility Internal and
External
3.Outlining the Overall Plan
4.
Selecting Types of
Sales Promotion
Direct Markrting Directed at Business Customers. Fleet Leasing Needs of Manufacturing and Service Firms for 25 or more cars. 1;5 in Service and 1:10 in Manufacturing (cars to employees).
Other option Final Household Consumer Directed
.
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan: Coordination
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining the Overall Plan
4.
Selecting Types of
Sales Promotion
5.Coordinating
the Plan
Advertising and sales promotion plans must be integrated; the sales force
should be informed and trained; publicity must be generated; and sales
promotion should be consistent with channel member activities.
Copyright Atomic Dog Publishing, 2002
ENTERPRISE Sales Promotion Plan:
Evaluation
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining the Overall Plan
4.
Selecting Types of
Sales Promotion
5. Coordinating
the Plan
Feedback
6.Evaluating
Success or Failure
Success or failure is straightforward to measure since promotions may be closely linked
to performance or sales.
Copyright Atomic Dog Publishing, 2002
Sales Promotion and Direct Marketing Summary- Enterprise We looked at the scope, importance, and characteristics
of sales promotion.
We presented the elements in the Enterprise Fleet Leasing Pick a Peach sales promotion and direct marketing plan. Hope that you enjoyed it! The program is alive and well! Born 1981- 2003++++
Pick Your Peach of a deal!
PLEASE NOTE HOW THIS IS A COST EFFECTIVE TOOL FOR PROSPECTING, STEP NUMBER ONE OF THE PERSONAL SELLING TASKS THAT FOLLOWS….
Copyright Atomic Dog Publishing, 2002
The Selling Process
Prospecting for Leads
Approaching Customers
Determining Customer
Wants
Giving a Sales
Presentation
Answering Questions
Closing the Sale
Following Up
Copyright Atomic Dog Publishing, 2002
Enterprise:the Peach Link ToThe Selling Process
Enterprise is cost
effective in prospecting for leads as they use the Pick A Peach
Saga of the Peach and Lemon
This is snowballing!
Approaching Customers.. breaks thru
noise barrier
Determining Customer
Wants
Giving a Sales
Presentation
Answering Questions
Closing the Sale
After Inking Contract Following Up…A Free
Umbrella !
Copyright Atomic Dog Publishing, 2002
Developing a Personal Selling Plan
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
4.Determining
Types of Sales Positions
5.Selecting a Sales Technique
6.Outlining Sales
Tasks
Feedback
7.Applying the
Plan
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Setting Objectives
1.Setting
Objectives
Selling goals can be demand- and/or image-oriented.
When image-orientedimage-oriented, they involve public relations.
Although many firms have some interest in information, reminder, and image goals, the major goal usually is persuasionpersuasion: converting consumer interest into a sale.
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Assigning Responsibility
1.Setting
Objectives
2.Assigning
Responsibility
Sales Manager Responsibilities Understand goals and strategies of firm
To determine sales philosophy
To prepare sales forecasts
To allocate resources
To supervise sales personnel
To synchronize selling tasks
To assess all aspects of sales performance
To monitor competition’s actions
To maintain ethical standards
To convey the image sought by firm
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Budgeting
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
The sales-expense budget allots selling costs among salespeople, products, customers, and geographic areas for a given period. It is usually tied to a sales forecast.
Budget items include sales forecast, overhead, sales force compensation, travel expenses, sales meetings, selling aids, and sales management costs.
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Sales Positions
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
4.Determining
Types of Sales Positions
Salespeople are often classified as order takers, order getters, or
support personnel.
Copyright Atomic Dog Publishing, 2002
CONTRASTING (don’t forget missionary-support)
Order Takers and Order Getters
Basic Basic Differ- Differ- encesences
Process routine orders and reorders
Provide clerical functions
Handle pre-sold items and maintain sales.
Arrange displays, restock items, answer simple questions, & complete transactions
Require little training and compensation
Have limited expertise and enthusiasm
Generate customer leads and persuade consumers
Are creative
Handle high-priced/complex items and increase sales
Are less involved with routine tasks
Require a lot of training and compensation
Are highly expert and enthusiastic
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Sales Technique
1.Setting
Objectives
2.Assigning
Responsibility3.
Establishing a Budget
4.Determining
Types of Sales Positions
5.Selecting a Sales Technique
Two basic techniques for selling are the canned sales presentation (memorized and repetitive), and the need satisfaction approach (that is customized to individual consumer attributes).
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Sales Tasks
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
4.Determining
Types of Sales Positions
5.Selecting
a Sales Technique
6.Outlining Sales
Tasks
The selling process outlines the sequential tasks sales personnel should perform.
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Sales Tasks
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
4.Determining
Types of Sales Positions
5.Selecting
a Sales Technique
6.Outlining Sales
Tasks
The selling process outlines the sequential tasks sales personnel should perform.
Copyright Atomic Dog Publishing, 2002
Enterprise:The Selling Process notice the follow up cards and
status (count)
Prospecting for Leads
Saga of the Peach and
Lemon
Approaching Customers Lemon In
Hand!
Determining Customer
Wants
Giving a Sales
Presentation
Answering Questions
Closing the Sale
Following Up Minimize
Dissonance
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan: Applying the Plan
1.Setting
Objectives
2.Assigning
Responsibility
3.Establishing a Budget
4.Determining
Types of Sales Positions
5.Selecting a Sales Technique
6.Outlining Sales
Tasks
Feedback
7.Applying the
Plan
Sales Management involves planning, implementing, & controlling the
personal sales function.
Copyright Atomic Dog Publishing, 2002
SALES PROMOTION, DIRECT MARKETING AND PERSONAL SELLING PROGRAM DYNAMICS
We examined the scope, importance, and characteristics of personal selling.
We studied the elements in a personal selling plan linked back to the Enterprise saga of the Peach and the Lemon sales promotion and direct marketing program.
Lemon candy anyone!
Copyright Atomic Dog Publishing, 2002
This Concludes Our Chapter NOW apply it! [email protected] OPPORTUNITYISNOWHERE!
THE END Lindell Phillip Chew