Bahasa Inggris Bisnis 2

A.                Promotion

Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of acorporate image.

Fundamentally, however there are three basic objectives of promotion. These are:

1.                  To present information to consumers as well as others.

2.                  To increase demand.

3.                  To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

B.                 Sales Promotion

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons,freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

Sales promotion can be directed at either the customer, sales, staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotion, particularly ones with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

C.                Why Do We Need promotion

the best way to promote some product,service is the quolity of the product.So if we would forbid all ways of promotin for all things on the market i think only then we wolud know which products are really good.Because we live in the world where people would not know how to live whit out(all kinds of products) so they would purchase them all the same, only this time whit out us (mkt. menagers) spending millions of $ on adds that dont influnce the cunsumers in any way whit out the adds cunsumation woul not fall.

D.                  Promotion Objectives

The promotion objectives need to be clearly stated and measurable. They must be compatible with the objectives of the company, as well as the competitive and marketing strategies. Objectives vary for different products and different situations. For example, producers must promote differently to brokers than to wholesalers. When promoting to a broker, the producer must promote what he/she wishes the broker to present to the wholesaler. When promoting to a wholesaler, the producer simply wants the wholesaler

to purchase the product. There are five general promotional objectives to choose from.

The five types of objectives for promotional activities are :

•         to provide information

•         to increase demand

•         to differentiate the product

•         to accentuate the value of the product

•         to stabilize sales

Reference :      http://www.marketingprofs.com/ea/qst_question.asp?qstid=10314

http://en.wikipedia.org/wiki/Promotion_(marketing)

http://en.wikipedia.org/wiki/Sales_promotion