教师手册 Chap016教学资源.doc

Chapter 16 - Sales Promotion PAGE 200 16- PAGE 1 ? 2012 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Chapter 16 SALES PROMOTION Chapter Overview In this chapter we turn our attention to sales promotion and its role in a firm’s integrated marketing communications program. We examine how marketers use both consumer- and trade-oriented promotions to influence the purchase behavior of consumers as well as wholesalers and retailers. The chapter begins with a discussion of the scope and role of sales promotion and a discussion of the reasons for its increasing importance. Attention is also given to sales promotion objectives including a discussion of consumer-franchise-building versus non-franchise-building promotions and specific promotional objectives. Much of the chapter is devoted to an examination of the various consumer- and trade-oriented sales promotion techniques used by marketers and considerations involved in their use. The chapter concludes with a discussion of how sales promotion and advertising can be integrated with other elements of the promotional mix as well as problems involving marketers’ over-reliance and even abuse of sale promotion. Learning Objectives To understand the role of sales promotion in a company’s integrated marketing communications program and to examine why it is increasingly important. To examine the various objectives of sales promotion programs. To examine the types of consumer and trade-oriented sales promotion tools and factors to consider in using them. To understand how sales promotion is coordinated with advertising. To consider potential problems and abuse by companies in their use of sales promotion. Chapter and Lecture Outline I. THE SCOPE AND ROLE OF SALES PROMOTION For many years advertising constituted