Like many other companies Sony uses sales promotion to increase the effectiveness of its promotional efforts. Sales promotion offers consumers an incentive to buy, either by lowering price or adding value. Sony uses both consumer sales promotion for consumer market and trade sales promotion for the members of marketing channel. For example, one of the tools for consumer sales promotion is online sales promotion. From December 30th 2010 to January 5th Sony had promotion which offered 55 Bravia XBR8 3D TV for $4999 (original price $5499) plus free shipping.
Sony also involved in trade sales promotion. For instance, Sony uses trade allowances- price reduction offered by manufacturers to intermediaries. One of Sony's retailers BestBuy receives special discount for running its own promotion of Sony products. Another Sony's sales promotion tools is training. When i visited BestBuy i noticed that the salesman was well trained how to demonstrate new features of the latest TV models.
It is extremely significant for those who make their decisions to do business. We should realize that sale promotion has played an important role in speeding the pace of business development.
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