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The success of modern business largely depends on the functions of sales
promotion department. Sales promotion department becomes more important as
there exist a buyers’ market in place of a seller’s market.
The functions & responsibilities
of sales promotions department have been described by Alfered Ghoss &
Haughten in 3 ways:
To establish coordination with other
departments.
1. Assisting functions towards
dealeBDT
2. To motivate the customeBDT
Usually the sales promotions department undertakes the
following functions:-
1. Planning for sales promotion
company-The primary function of the sales promotions department is to make long
term & short term planning for undertaking promotional programs. This is
done by evaluating the various factors such as market condition , level of
competition , demand & supply situation , advertising , personal selling ,
etc.
2. Assistance to top executives- The
sales promotions department provides various information to top executives
& give assistance in related matters for decision making.
3. Coordination & liaison with
other departments- The sales promotion department regularly coordinates with
other departments such as advertising, sales force management, packaging,
publicity etc. The value promotion is coordinated in view of the travelling
schedule of salesmen, sales presentation etc. Sales promotion department is
also associated with Product/ Serviceion, finance, training departments of the
organization & established coordination with these departments from time to
time.
4. Sales promotion research- In
order to make sales promotion program more effective , the S.P. department
undertakes surveys & evaluates the information gathered to know about the
changing values, traditions, culture , consumers behavior & public
opinions.
5. Execution of sales promotion
program -The sales promotion department also execute programs design for
consumers, dealers & the various advertising & promotional agencies, PR
officers, distributers & exchange ideas with them. It organizes sales
exhibitions, trade fairs, contests etc, from time to time.
6. Provides training to the sales
lesson -The sales promotion department trains the salesmen about the company ,
its Product/ Services , promotional incentives being gives to buyeBDT The
department also gives introduction about company’s policies & plans.
Customers-salesmen relationship.
7. Evaluation of sales promotion -
sales promotion department evaluates the planned promotional program & with
the help of these promotional plans, data are collected & it is analyzed to
find out the effectiveness of the program. Consumes survey, consumer panels
gives a clear picture of the various sales promotional tools.
8. Assisting dealers / middlemen to
make advertising more effective-dealers also deal with advertising of the
various Product/ Services. The sales promotion department helps in producing
training to the salesmen , to promote dealer interests etc. The sales promotion
department also decides on with best advertising messages, copies & media
for their Product/ Services.
9. Coordination between advertising
& personal selling.