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Sales promotion refers to the activities which supplement and co-ordinate personal selling and advertising to attract customers to buy a product.
Sales promotion methods include displays, demonstrations, expositions, exhibitions and other non-recurrent selling efforts which aim at impelling spot buying action by prospective customers.
Sales promotion, as part of the total distribution system, plays a vital role in inducing the consumer to buy your product. Sales promotion covers so many activities that it is difficult to define it precisely.
According to Philip Kotler – “Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular product/services by consumers or the trade.”
Sales promotion devices can include premiums, coupons, contests temporary price reduction, free goods, letters to trade, literature, educational material, displays and trade shows.
Sales promotion takes into consideration the communication gaps that always exist between the producer and the consumer. Sales Promotion should therefore be closely coordinated with advertising and personal selling.