Page 619 - Business Principles and Management

Unit 6

products because of this special promotion. Sometimes distributors pay mer-
chants for the privilege of giving demonstrations or offer special prices for the
opportunity.
Today, store designs, displays, labels, and packaging promote products so
well that many stores let these promotions alone sell the products, rather than
employ many salespeople. In self-service merchandising, customers select the
products they want to purchase, take them to the checkout counter, and pay for
them, without much help from salespeople. The display of merchandise in self-
service stores attracts attention and makes it convenient for the shopper to exam-
ine the merchandise. The labels on the merchandise provide adequate information
about the merchandise for the shopper to make a decision.

CHECKPOINT
Name at least five different types of sales promotion.

22.3 Assessment

UNDERSTAND MANAGEMENT CONCEPTS
Circle the best answer for each of the following questions.
1. Any form of paid promotion that delivers a message to many
people at the same time is called
a. advertising
b. promotion
c. sales
d. sales promotion
2. Customer objections in a sales situation are typically the result of
a. real customer concerns
b. avoiding decisions
c. neither a nor b
d. both a and b

THINK CRITICALLY
Answer the following questions as completely as possible.
3. Explain why a good salesperson studies a customer’s buying
motive.
4. Describe the major goals of sales promotion.

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