Ch. 18 - Sales Promotion and Personal Selling

According to MKTG 5 “Sales Promotion is marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentives motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value.”

Apple uses promotional techniques using special short-term method to convince members of a target market to react or accept their products. Examples of certain methods Apple uses for sales promotions are money back guarantees, lower purchase price and rebates. “A Rebate is a cash refund given for the purchase of a product during a specific period.”

Through special consumer promotions, Apple has its defined tests in which they target directly. For example during the month of July to September 1st, Apples promotes their Mac book laptops for college students. When students show their school I.D, they pay for a Mac book and get any free iPod they desire and a free printer. This is a wonderful way to convince students to use Apple goods. If they feel comfortable with the product, they are probably more likely to become faithful customers in the future.  According to www.apple.com “Buy a Mac for college and get $100 to spend on apps. Or buy an iPod and get $50 for apps.”