The Retail Promotion Mix What is promotion? The Retail Promotion Mix

4. Personal Selling

• Definition:
• Selling that involves a face-to-face interaction with the customer
• But why is this considered promotion?

4. Personal Selling

• Definition:
• Selling that involves a face-to-face interaction with the customer
• But why is this considered promotion?
• Rationale:
• It provides a service to the customer
• Ease in information gathering
• Such service enhances one’s value proposition
• Value propositions are the reasons customers shop a store
• What is the goal of a promotion – traffic

Integrated Effort

• Promotion decisions relate to and must be integrated with other management decisions, such as:
• Location
• Merchandise
• Credit
• Cash flow
• Building and fixtures
• Price
• Customer service

Types of Sales Promotion

Modal Verbs

• must, have to, should and ought to , need to. There are two types of modal verbs of obligation ; those that primarily express a firm obligation or necessity - must and have to. those that express a recommendation or moral obligation - should and ought to , and need to.

The English modal verbs are a subset of the English auxiliary verbs used mostly to express modality (properties such as possibility, obligation, etc.)They can be distinguished from other verbs by their defectiveness (they do not have participle or infinitive forms) and by their neutralization (that they do not take the ending -(e)s in the third-person singular).

• The English modal verbs are a subset of the English auxiliary verbs used mostly to express modality (properties such as possibility, obligation, etc.)They can be distinguished from other verbs by their defectiveness (they do not have participle or infinitive forms) and by their neutralization (that they do not take the ending -(e)s in the third-person singular).