Chapter 16
Chapter 16
Chapter 16
Notes
SALES PROMOTION AND
PERSONAL SELLING
Suppose you go to the market to buy cake of soap. The shopkeeper suggests that
if you buy two soap cakes, an extra soap cake will be given to you free of cost
under “buy 2 get 3” scheme. You feel attracted to buy as by doing so you are
saving money on soap. Moreover, soap is an item which is required on a regular
basis, and so you can keep the extra two cakes to be used later. This is an approach
of increasing sale of a product and it is quite different from what you have learnt
in the earlier two lessons. Let us learn more about it in this lesson.
OBJECTIVES
After studying this lesson, you will be able to:
• explain the meaning of sales promotion;
• state the objectives of sales promotion;
• describe the various tools used in sales promotion;
• recognise the role of each tool in promoting sales;
• describe the importance of sales promotion in business.
• state the meaning of personal selling;
• explain the essential elements of personal selling;
• describe the importance of personal selling; and
• identify the qualities of a successful salesperson.
16.1 MEANING OF SALES PROMOTION
TERMINAL EXERCISE
1. Define Sales Promotion.
2. State the importance of Sales Promotion from the point of view of
manufacturers.
3. State the importance of Sales Promotion from the point of view of
consumers.
MODULE - V
Maximum Marks Hours of Studies
16 35
Consumer Awareness
The main objective of every business should be consumer satisfaction. However,
in practice consumer often exploited by the businessmen in different ways.
Sometimes low quality goods are sold or higher price is charged. This happens
due to the lack of awareness about their rights and responsibilities by consumer.
It is in this context that this module has been designed to develop an
understanding among the learners about their rights, responsibilities as consumer
and their protection under different provisions of the law.