ba 315- marketing management a sales promotion plan enterprise pick a peach

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


Types of Promotion

Advertising Public Relations

Sales Promotion Personal Selling

Promotion Promotion MixMix


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.


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


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


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.


ENTERPRISE Sales Promotion Plan: Overall

Plan

1.Setting

Objectives

2.Assigning

Responsibility


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


ENTERPRISE Sales Promotion Plan: Types

of Promotion (1)

1.Setting

Objectives

2.Assigning

Responsibility


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


ENTERPRISE Sales Promotion Plan: Types

of Promotion (2)

1.Setting

Objectives

2.Assigning

Responsibility Internal and

External


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

.


ENTERPRISE Sales Promotion Plan: Coordination

1.Setting

Objectives

2.Assigning

Responsibility


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.


ENTERPRISE Sales Promotion Plan:

Evaluation

1.Setting

Objectives

2.Assigning

Responsibility


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.


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….


The Selling Process

Prospecting for Leads

Approaching Customers

Determining Customer

Wants

Giving a Sales

Presentation

Answering Questions

Closing the Sale

Following Up


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


Wants

Giving a Sales

Presentation

Answering Questions

Closing the Sale

After Inking Contract Following Up…A Free

Umbrella !


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


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.


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


Personal Selling Plan: Budgeting

1.Setting

Objectives

2.Assigning

Responsibility


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.


Personal Selling Plan: Sales Positions

1.Setting

Objectives

2.Assigning

Responsibility


4.Determining


Salespeople are often classified as order takers, order getters, or

support personnel.


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


Personal Selling Plan: Sales Technique

1.Setting

Objectives

2.Assigning

Responsibility3.

Establishing a Budget

4.Determining



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).


Personal Selling Plan: Sales Tasks

1.Setting

Objectives

2.Assigning

Responsibility


4.Determining


5.Selecting

a Sales Technique

6.Outlining Sales

Tasks

The selling process outlines the sequential tasks sales personnel should perform.


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!


Wants

Giving a Sales

Presentation

Answering Questions

Closing the Sale

Following Up Minimize

Dissonance


Personal Selling Plan: Applying the Plan

1.Setting

Objectives

2.Assigning

Responsibility


4.Determining



6.Outlining Sales

Tasks

Feedback

7.Applying the

Plan

Sales Management involves planning, implementing, & controlling the

personal sales function.


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!


This Concludes Our Chapter NOW apply it! [email protected] OPPORTUNITYISNOWHERE!

THE END Lindell Phillip Chew

mailto:[email protected]

ba 315- marketing management a sales promotion plan enterprise pick a peach

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