Chapter 16:Overview of Sales Promotion

I. Introduction to Sales Promotion

A. Targets: Salesforce

(encourage),

Retailers (push),

Consumers (pull)

Chapter 16: Overview of Sales Promotion Management

II. Increased Budgetary Allocations to Sales

Promotion (16.1, 471)

2003 Trade Promotion Practices

Promotional Spending

III. Sales Promotion Capabilities and Limitations

source; www-rohan.sdsu.edu/~renglish/

370/notes/chapt19/index.htm

IV. Generalizations- see 16.5, 481

V. Sensitivity to Sales Promotions, i.e., "Customer Responsiveness"

Discussion Questions: 2, 7, 12