5.2. Match the following aspects of a promotional mix (1–4) with their definitions (a–d):
1. Advertising
2. Personal selling 3. Sales promotion 4. Public relations
a) incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: Coupons, sweep-stakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
b) any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and
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catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
c) non-paid non-personal stimulation of demand for a prod-uct, service, or business unit by planting significant news about it or a favorable presentation of it in the media.
d) a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meet-ings, sales training and incentive programs for intermediary sales-people, samples, and telemarketing. Can be face-to-face or via tele-phone.
5.3. Read the information and match the sentences (1–3) to the correct words (a–c).
A company’s salespeople (its salesmen and saleswomen) vis-it customers and persuade them to buy its products. Each member of this sales force may be responsible for a particular region: his or her sales area or sales territory. The head of the sales force is the sales manager.
Promotion
(uncountable)
is
all
the
activities
supporting
the
sale
of
a
product,
including
advertising.
A
promotion
(countable)
describes:
a special offer such as a discount or reduced price.
a
free
sample:
a
small
amount
of
the
product
to
try
or
taste.
a free gift: given with the product. competitions with prizes.
Supermarkets and airlines give loyalty cards to customers: the more you spend, the more points you get, and you can exchange these points for free goods or flights.
Cross-promotion is where you buy one product, and you are recommended to buy another product that may go with it.
1. Many supermarkets run competitions a) and offers to encourage people to buy from them.
2. For example, yesterday I bought two b) kilos of oranges for half the usual price.
3. I also bought some coffee, which came c)
special offer
promotions
free gift
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with a free mug.
5.4. The following sales promotion techniques are often used to stimulate sales. Give examples of these techniques that you know. Use the list of products:
1. BOGOF: buy one get one free
2. loss leaders: products sold at a low price to encourage sales of another product
3. tying: making sales of one product depend on the cus-tomer buying another
4. cashback: money returned after the customer has paid for something
5. bundling: selling several products together as one com-bined product
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