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  3. The techniques of sales promotion are used both to motivate salespersons to

The techniques of sales promotion are used both to motivate salespersons to

游客2024-08-08  37
问题     The techniques of sales promotion are used both to motivate salespersons to improve their performance and to induce consumers to purchase goods and services. Although sales promotion works most closely with advertising, it is also related to other elements of marketing: production services,  packaging,  price,  and distribution.  At the manufacturing and wholesale levels of distribution, the methods used to motivate personnel to meet specific goals usually fall into two categories--sales incentive prizes (such as merchandise,  travel,  or cash awards) and sales contests. Both are based upon the salesperson reaching an objective above the normal sales quota.
    Consumer promotions encompass a wide variety of techniques, including sampling of goods or services, store "money-off" coupons to encourage the trial of products, special price-reduced packages, mail-in premium merchandise offers, cash or coupon refunds by mail, special product packaging and contests. During recessionary periods, when the demand for consumer expendable dollars becomes more competitive, there is greater participation in refund, coupon, and premium offers. More than half the households in the U.S. take advantage of some sales promotion offers each year.
    Sales promotion, now fully recognized as a vital element in the marketing mix, has become a multibillion dollar industry. In recent years, sales promotion expenditures have exceeded monies spent on advertising and there are strong indications that this pattern of growth will continue to maintain its economic edge. [br] During recessionary periods, consumer promotions will mostly take means of ______.
选项
答案 refund, coupon and premium offers
解析 本文第二段中间部分提到在经济衰退(recessionary)时期，消费者可支配金额减少，商家竞争更加激烈，就会更多地使用退款、优惠券、奖金等形式进行销售。
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