ADVANTAGES OF SALES PROMOTIONS
The importance of sales promotions may be grouped as follows: ADVANTAGES TO CONSUMERS
On the consumers point of view sales promotions methods are beneficial to them in the following way:
a) Increased product knowledge: various consumer promotions methods such as demonstration, training to use the product etc give sufficient product’s knowledge to consumers with regard to its operation.
b) Availability of products at reduced prices: (SP) tools like price off deals, premium offers discounts etc reduce the prices of the product when purchased on notified occasions.
c) Higher standard of living: the consumers also get plenty of opportunities in using the new cheaper and durable items to their satisfaction which may help them to maintain a higher standard of living.
IMPORTANCE OR ADVANTAGES TO PRODUCERS/MANUFACTURERS
The producers have a no of advantages:
a) Increase in sales: (SP) programme attracts the consumers and stimulates them for larger purchases leading to increased sales.
b) Demand for product and services: the (SP) techniques have proved successful in introducing new products and services. By the supply of free samples the new product makes its place in the market.
c) Capture of new market: the (SP) programme facilitates the producer to capture new markets for his products easily.
IMPORTANCE OR ADVANTAGE TO DEALERS/MIDDLEMEN
The dealers have the following advantages:
a) Facilitates larger sales: the dealer get advantages of (SP) techniques for increasing their sales. (SP) is a co-ordinating activity between sales advertisingand public relations efforts and they reduce the resistance at the point of sales.
b) More facilities and assistance: the producer under the sales promotional programme provides various facilities and assistance to the middlemen such as assistance to the marketing research, providing with display materials and managerial assistance etc for maintaining regular stock of sales.
c) Direct relation with customers: a direct relationship between the dealers and the customers are established through the sales promotional techniques which will continue for a long time.
IMPORTANCE TO THE SOCIETY AND THE NATION
The importance of SP to the society and the nation are as follows:
a) Increase in standard of living of the people.
b) Increase in employment opportunities.
c) Increase in GDP and per capita income.
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