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Chapter 16 - Using Effective Promotions
5. STEP 4. MAKE PRESENTATION
a. The idea is to match the benefits of your value
package to the client’s needs.
c. This is a good time to use TESTIMONIALS.
6. STEP 5. ANSWER OBJECTIONS
for creating better relationships.
7. STEP 6. CLOSE SALE
b. Selling goes beyond simply sales—it includes
Chapter 16 - Using Effective Promotions
9. The SELLING PROCESS VARIES somewhat
among different goods and services, but the gen-
eral idea is the same.
a. In B2C SALES, the salesperson does not have
through a preapproach step.
2. The first formal step in the B2C process is the AP-
help you with?”
4. After the initial approach, a salesperson then
Chapter 16 - Using Effective Promotions
16-23
PPT 16-37
Steps in the B2C Selling Process
TEXT FIGURE 16.6
Steps in the Business-to-Consumer
(B2C) Selling Process
(Text page 449)
(See complete PowerPoint slide notes on page 16.52.)
bonus case 16-2
THE NEW BREED OF
SALESPERSON
This case discusses how one salesperson used new technolo-
gies to change the approach to personal selling. (See the com-
plete case, discussion questions, and suggested answers begin-
ning on page 16.72 of this manual.)
progress
assessment
(Text page 450)
PPT 16-38
Progress Assessment
(See complete PowerPoint slide notes on page 16.52.)
Chapter 16 - Using Effective Promotions
CLOSE, walking a fine line between being helpful
and being pushy.
7. AFTER-SALE FOLLOW-UP is an important but of-
ten neglected step in B2C sales.
SHIPS
A. PUBLIC RELATIONS
1. PUBLIC RELATIONS (PR) is the management
function that evaluates public attitudes, changes
policies and procedures in response to the public’s
B. PUBLICITY: THE TALKING ARM OF PR
PPT 16-39
Using Public Relations in
Promotion
(See complete PowerPoint slide notes on page 16.52.)
Chapter 16 - Using Effective Promotions
1. PUBLICITY is any information about an individual,
product, or an organization that is distributed to
BELIEVABILITY.
3. DISADVANTAGES OF PUBLICITY include:
PPT 16-40
Publicity
(See complete PowerPoint slide notes on page 16.53.)
PPT 16-41
Disadvantages of Publicity
(See complete PowerPoint slide notes on page 16.53.)
bonus case 16-3
BP’S CRUDE REPUTATION
Following the 2010 oil spill in the Gulf, BP had a lot of re-
pairs to make and one of the biggest was to its reputation (See
the complete case, discussion questions, and suggested answers
beginning on page 16.74 of this manual.)
Chapter 16 - Using Effective Promotions
learning goal 5
V. SALES PROMOTION: GIVING BUYERS INCEN-
TIVES
1. SALES PROMOTION is the promotional tool that
stimulates consumer purchasing and dealer inter-
est by means of short-term activities.
a. Sales promotion techniques include displays,
trade shows and exhibitions, event sponsor-
PPT 16-42
Sales Promotions
(See complete PowerPoint slide notes on page 16.53.)
TEXT FIGURE 16.7
Business-to-Business Sales
Promotion Techniques
(Text page 451)
This text figure lists some B2B sales promotion techniques.
PPT 16-43
Some Key Consumer Promotions
(See complete PowerPoint slide notes on page 16.54.)
lecture link 16-6
AMERICANS RETURN TO
CLIPPING COUPONS
Coupon use in the U.S. declined steadily since 1992. But
once our economic downturn started in 2008, coupon use has
been climbing yet again. (See the complete lecture link on page
16.60 of this manual.)
PPT 16-44
Clip These
(See complete PowerPoint slide notes on page 16.54.)
TEXT FIGURE 16.8
Consumer Sales Promotion
Techniques
(Text page 452)
This text figure lists some consumer sales promotion tech-
niques.
Chapter 16 - Using Effective Promotions
B. SAMPLING is a promotional tool in which a company
lets consumers have a small sample of a product for
Chapter 16 - Using Effective Promotions
16-31
progress
assessment
(Text page 453)
PPT 16-45
Progress Assessment
(See complete PowerPoint slide notes on page 16.54.)
PPT 16-46
Using Word-of-Mouth Promotion
(See complete PowerPoint slide notes on page 16.55.)
lecture link 16-7
WRAP YOUR SUV
Some companies will pay hundreds of dollars to put their
ads on cars of everyday citizens. (See the complete lecture link
on page 16.60 in this manual.)
PPT 16-47
Emerging Promotional Tools
(See complete PowerPoint slide notes on page 16.55.)
Chapter 16 - Using Effective Promotions
16-32
learning goal 6
VI. WORD OF MOUTH AND OTHER PROMOTION-
AL TOOLS
A. WORD OF MOUTH is one of the most effective pro-
motional tools.
1. WORD-OF-MOUTH PROMOTION is a promo-
tional tool that involves people telling other peo-
the product in chat rooms.
2. These people get free tickets, T-shirts, and other
Chapter 16 - Using Effective Promotions
bonus case 16-4
GUERILLA MARKETING
Dietrich Mateschitz is the man who introduced Red Bull to
the U.S. market. The secret to Red Bull’s success is something
called guerrilla marketing. (See the complete case, discussion
questions, and suggested answers beginning on page 16.75 of
this manual.)
Chapter 16 - Using Effective Promotions
C. BLOGGING
1. A BLOG is an online diary (Web log) that looks
like a Web page but is easier to create and update
D. PODCASTING
and give company information.
PPT 16-48
Blogs, Podcasts, and E-Mails
(See complete PowerPoint slide notes on page 16.55.)
lecture link 16-8
CONAN’S TWITTER TRIUMPH
After losing the Tonight Show, Conan O’Brien’s future
looked grim. How did he reinvent himself? Through Twitter.
(See the complete lecture link on page 16.61 in this manual.)
lecture link 16-9
BLOGS FOR SMALL
BUSINESSES
Small companies are discovering that using blogs can help
them create a brand identity. (See the complete lecture link on
page 16.62 in this manual.)
PPT 16-49
Mobile Media
(See complete PowerPoint slide notes on page 16.56.)
Chapter 16 - Using Effective Promotions
16-36
2. TRADITIONAL PROMOTIONAL methods are
slowly but surely being replaced by new technolo-
gy.
VII. MANAGING THE PROMOTION MIX: PUTTING IT
ALL TOGETHER
A. Each target group calls for a separate promotion mix.
1. Large, homogeneous groups of consumers are
1. In a PUSH STRATEGY, the producer uses adver-
tising, personal selling, sales promotion, and all
Chapter 16 - Using Effective Promotions
bonus case 16-5
WIEDEN + KENNEDY:
EXPERIMENTAL PROMOTIONS
Wieden + Kennedy is known as one of the most creative
advertising agencies in the United States. One of its ads even
used a streaker (See the complete case, discussion questions,
and suggested answers beginning on page 16.77 of this manu-
al.)
PPT 16-50
Push, Pull, and Pick Promotional
Strategies
(See complete PowerPoint slide notes on page 16.56.)
16-38
4. The latest in pull and push strategies are being
conducted on the INTERNET.
5. It is important to make promotion part of a TOTAL
SYSTEMS APPROACH to marketing.
a. Customers are increasingly using the Internet
Chapter 16 - Using Effective Promotions
progress
assessment
(Text page 456)
PPT 16-51
Progress Assessment
(See complete PowerPoint slide notes on page 16.56.)
Chapter 16 - Using Effective Promotions
PowerPoint slide notes
PPT 16-1
Chapter Title
PPT 16-2
Learning Goals
PPT 16-3
Learning Goals
