(TIỂU LUẬN) FINAL REPORT using effective promotional techniques

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES INFORMATION TECHNOLOGIES FALCULTY OF INTERNATIONAL BUSINESS ADMINISTRATION *** FINAL REPORT Using Effective Promotional Techniques Chau To Nghi – MSSV: 21DH483876 Le Duc Tri - MSSV : 21DH484700 Nguyen Thi Hong Ngoc – MSSV: 21DH481613 Class: KD2113 Major: Business Administration Lecturer: Ngo Van Binh HCMC, Jan 2022 ST T Họ tên Chau To Nghi 21DH48387 Mức độ đóng góp 100% Le Duc Tri 21DH48470 100% Nguyen Hong 21DH48161 100% Ngoc Thi Mã số SV Chữ ký Table of Contents THANKS! CHAPTER 1: INTRODUCTION Reasons for choosing a topic: Research purposes: Subjects of research scope: .5 Research methodology: CHAPTER 2: MAIN CONTENT Promotion and promotion mixture: .6 1.1 Promotion: 1.1.1 What is a promotion and the purpose of the promotion? .6 1.1.2 Forms of promotion: 1.1.3 Regulations to ensure the principle of promotion: 1.2 Promotion mixture: 1.2.1 What is the promotion mixture? .7 1.2.2 Stepstaken: Advertising: .8 2.1 Concept: .9 2.2 Advertising media: .9 Public relations: 10 3.1.1 B2B AND B2C Process: .11 A) B2C model: 11 B) B2B model: 12 The role of the public relations department and publicity fits in that role 13 Sale promotion: Giving buyers incentive .15 5.1 Sale promotion 15 5.2 SALES PROMOTION TECHNIQUES .15 5.3 STAFF DEVELOPMENT TRAINING 16 WORD OF MOUTH AND OTHER PROMOTIONAL TOOLS .17 CHAPTER 3: CONCLUSION .20 REFERENCES 21 THANKS! During the process of researching and delving into the research problem, we have accumulated a wealth of knowledge and new skills such as methods of information gathering, problem analysis and clarification as well as Write the structure of an essay These things have helped me have a clearer view of the subject Introduction to the industry, this subject has helped us better understand the issues of Economics and is also the foundation for our economics students gain new knowledge, expand thinking and awareness about the changing economy This is also the premise for us to work together on an essay in the most serious and complete way We would like to thank Mr Ngo Van Binh for letting us choose a topic and guiding us to investigate and research the topic in a scientific and purposeful manner However, this is a very comprehensive topic and synthesizes a lot of knowledge, so our article cannot avoid shortcomings and limitations, so we hope to have your guidance and help We sincerely thank you CHAPTER 1: INTRODUCTION Reasons for choosing a topic: Currently, the economy of the whole world is constantly rotating and developing rapidly In the past, competition in the economy may have come from businesses, but now in addition to competition, businesses need to face the risk of COVID 19, one of the biggest losses that COVID has caused us as people and the economy That's why many businesses have to go One of the essential factors to help businesses reach out, become themselves is to use marketing tools Marketing is an indispensable tool in production and business activities, contributing to helping businesses create a reputation and a strong position before competitors Recognizing the importance and necessity of marketing for businesses, along with the knowledge we have acquired through the learning process, we chose the topic at "Using Effective Promotions-Chap 16) as the topic for our essay Research purposes: - Raise awareness and understand problems in marketing, namely Using Effective Promotions Learn the importance and effectiveness of using different ways of advertising Subjects of research scope: Economy, promotion effects Research methodology: Method of analysis - theory synthesis Practical research methods CHAPTER 2: MAIN CONTENT Promotion and promotion mixture: 1.1 Promotion: 1.1.1 What is a promotion and the purpose of the promotion? Promotion is a seller's activity aimed at motivating customers to increase the purchase and use of goods and services of sellers by giving customers certain benefits The main purpose of the promotion is to promote sales to stimulate consumer demand, motivate consumers to buy more goods and services that the business provides or distributes In addition, the promotion is also aimed at promoting product and business brands Kantar Worldpanel Vietnam's research conducted in main cities: Ho Chi Minh City, Hanoi, Da Nang and Can Tho, showed that out of 10 households bought promotional products at least once in 2015 1.1.2 Forms of promotion: +Trial of free sample goods: Give sample goods, provide sample services for customers to try without paying +Gifts: Give goods to customers, provide services without charge +Discount: Selling and providing services at a lower price than the previous sales price, service provision price, applied during the period of registered promotion or notice In case goods and services are subject to price management by the State, the promotion in this form shall comply with the Government's regulations +Offer vouchers: Sales, service providers with vouchers, service use vouchers so that customers can enjoy one or more benefits +Vouchers: Sales and service provision with vouchers for customers to choose the prize winner according to the announced rules and prizes +Chance programs: Sales and service provision accompanied by participation in programs of chance that participation in the program is associated with the purchase of goods, services and the winning based on the luck of participants according to the announced rules and prizes +Organizing a regular customer program: accordingly, the reward to customers based on the quantity or value of purchase of goods and services that customers perform is expressed in the form of customer cards, certificates of purchase of goods, services or other forms + Cultural, artistic, entertainment programs: Organize for customers to participate in cultural, artistic, entertainment and other events for promotional purposes In fact, these forms are applied by businesses quite flexibly and have a combination of many forms at once, such as both discounting and giving gifts, both discounting and winning draws, discounts or gifts during certain "shopping golden hours" during the day (usually the low hour to stimulate consumption) Discounts are often the most used form of business 1.1.3 Regulations to ensure the principle of promotion: Non-discrimination: Do not discriminate between customers participating in the promotion in the same promotion +Customer support: Traders implementing the promotion must ensure favorable conditions for the winning customer to receive the prize and have the obligation to clearly and quickly resolve complaints related to the promotion (if any) +Quality of goods and services: Traders who carry out promotions are responsible for ensuring the quality of goods and services that are promoted and goods and services used for promotion +Do not abuse trust: Do not take advantage of the trust and ignorance, incompegence of customers to carry out promotions for the sole purposes of any trader, organization or individual Healthy competition: The implementation of the promotion must not create a direct comparison of its goods and services with that of other traders, organizations or individuals for the purpose of unfair competition +No promotion of medicines: No medicines for people, including drugs that have been allowed to circulate for promotion except for promotional cases for drug traders 1.2 Promotion mixture: 1.2.1 What is the promotion mixture? The mixed promotion strategy can also be called experiortic communication It is one of the four main groups of tools of mixed marketing that businesses can use to influence the target market in order to achieve their business goals The essence of mixed promotion is to communicate about products and businesses to create an image and convince customers to buy This can be called marketing communication Large businesses are often interested in building the image, prestige, reputation of the business From there, create credibility for the products it produces Some of the main tools commonly used by businesses in mixed promotion strategies: Advertising, sales promotion, personal sales, propaganda - public relations, direct marketing 1.2.2 Stepstaken: -Identify the recipient of the news: When conducting communication, it is necessary to clearly determine who will receive their information The main recipient is the target customer of the business including current or potential customers, decision-making people or those who influence the purchase (buyers, users, purchasing decision-making people, people who influence the purchase) The recipients of the news can be individuals, groups of people, specific genders or generouspants Identifythe reaction of the recipient: The goal of communication is to create the purchase action of the recipient It is necessary to determine the current status of the recipient and through the media which state will take them and thereby affect their purchasing decisions Depending on the state, the communication activities are carried out accordingly - Selection ofraw transmission channels: + Direct communicationchannel: There is an interaction between the messenger and the receiver, there is an interaction It can be communication between two people, between one person and the public (phone, correspondence, e-mail ) + Non-direct communication channel: There is no interaction between the messenger and the receiver (tv press, radio, poster posters, display cabinets, packaging) + In addition, the rumor channel, among potential public customers has a very strong effect -Selection and design of communication: The drafting of information must solve three problems: what to say (message content), how to say logic (message structure), how to express the message content in the form of symbols (message form) - Select the properties of the information: + Expertise: Characteristics, product quality, technical factors + Credibility: The level of trust of the listener, creating trust such as giving advice, advice of dentists for advertising toothpaste, pediatric society for children's products Likability: The recipient's admiration for information (using celebrities, good songs to create admiration) -Get feedback Enterprises can actively collect feedback through the implementation of research projects, information collection or through their external regular collection system Advertising: 2.1 Concept: Advertising is a form of propaganda that is paid or not to carry out the introduction of information about products, services, companies or ideas, advertising is non-direct communication between people in which the person who wants the media must pay the mass media to bring information to convince or influence the recipient information 2.2 Advertising media: Ads are moved by a variety of media, such as: + Television: is the most diverse and comprehensive means of impacting consumers, with sound, vivid images The cost of this form is usually the most expensive Sometimes indirectly in the form of sponsoring shows, or accompanied by advertising logos on the floor, or hanging on the wall behind the actor, MC See also Television ads Journalism: influenced by images and slogans, sometimes with fake articles such as those reported by hired reporters Internet: As information technology and the Internet have evolved, the type of network newspapers has also evolved, so companies often exploit this medium It can also be sent to email boxes for advertising, or spam Or advertisements on websites See also: Online advertising Nowadays the internet is very popular with many families, which is an advantage for businesses to exploit product and brand advertising in internet networks For businesses promoting brands, they must show everyone in society and remember their brand of services, which is advertising images or text For businesses that want to sell products i.e sell to the end customer, they must focus on introducing their products directly to people in need, the efficiency is high Radio: sound impact, verbal or musical advertisements + Postage advertising: Send a letter to the customer's home with information about the company and products The cost is quite cheap, but the effect is low because each letter only affects one family + Advertising on the means of transportation: paint the product and company name on the car, especially the bus to have a large body area and a lot of passengers ride every day, which has quite effective effect But because painting into a car is difficult to change constantly, people often use buses as a means of advertising for products with a long life cycle or brand of the whole company, not introducing short life cycle products, fast advertising images are outdated + Advertising through business directory publications: are publications that are widely distributed to consumers + Pano advertising or large outdoor sign: is a type of advertising with large size and often placed in key locations, many people pass by to attract passersby to attract attention Advertising on leaflets, posters, pano orbanners: falling is a form of company commonly used, for marketing staff to go to intersections, where publicly distributed printed paper introducing products and supply addresses + Advertising on product packaging + Word-of-mouth advertising: through the staff to propagate Ads from LEDS : are large lights hanging in public places that hit passersby's eyes to see pictures and products of the company + SMS advertising: through telecommunications companies, sending messages to customers about products, promotions Which the company is applying + Advertising through product introduction programs in public places + In-car advertising: decorate the exterior of the personal vehicle with product brands, in order to attract road users or pedestrians in the area with advertising to run sideways Ads are moved by a variety of media Public relations: Personal selling is the most effective tool during the buyer's preference and belief formation stage, as well as the decision-making stage of the buying process Personal selling, a face-to-face and personal form of communication in which a salesperson tries to help or persuade a customer to buy a product or create a customer's confidence in a business to influence future purchase behavior Personal selling involves direct contact between a buyer and a seller This interaction gives marketing professionals communication flexibility, and salespeople can see or hear a prospect's reaction and tailor the message to suit their needs Not only that, it also allows to process customer feedback quickly and accurately, as the impact of sales can be measured through customer feedback If the response is not positive, the seller can adjust the message Of course, an individual's sales efforts often depend on the type of market and potential customers for a particular product or service Personal selling is the process of direct communication between a seller and a potential customer to achieve product information and sales goals Personal selling is also considered as the process of building and developing a direct relationship with the 10 customer The process of starting to discover a need to connect products and services to fulfill that need 3.1.1 B2B AND B2C Process: A) B2C model: B2C is a sales model used exclusively in the field of ecommerce (e-commerce) B2C is an acronym for Business to Consumer, which means business activities serving individual customers While B2B provides solutions for businesses to improve their business operations, B2C focuses on satisfying the consumption needs of individual customers The main model of B2C e-commerce sales is to sell to customers who are individual users These people only have the desire to go to the Internet and buy the right goods to use, but not want to generate further purchase and sale transactions Because of the transaction with individual users, there is no need to negotiate too much, because the conditions, prices and policies of the goods are clearly stated on the website, buyers just need to read through and then decide whether to buy or not B2C sales process: Reaching customers: Customers of this model are individuals, the end consumers Therefore, reaching customers for this business is much simpler Finding and approaching customers requires sales staff to understand their products, research target customers, and provide the right customer needs By analyzing the buying behavior of individuals, businesses can approach customers via chatbox, promotional video, website, social networking sites Make a sale: After successfully searching and approaching customers, businesses consult and answer customers' questions and then provide goods to consumers Analyze and evaluate the results: After sales, businesses will analyze and evaluate the results of reaching customers on electronic websites, communication plans and evaluate sales effectiveness in a month B2C has a faster sales process but requires a large sales team, so it is quite difficult for businesses to manage the sales process The B2C model has the following advantages: Taking care of customers thoughtfully: Customers can communicate with the business by messaging through the website, social networks or mail In this way, the company can understand the content that customers require to connect and best support customers Business development: Companies based on the B2C model will have many opportunities to expand their business through e-commerce channels The old and traditional way of B2C does not provide the facility to reach customers everywhere, due to lack of resources and 11 exposure, ect The new and more modern way of B2C e-commerce provides businesses with opportunities to achieve sales that even exceed expectations Marketing scope: Recent ways of marketing B2C business will give the whole business a lot of opportunities, can expand the idea With online channels, digital and social networks are gradually replacing the old marketing channels Lower costs than traditional businesses: Opening a store will cost a lot of money for renting space, warehouse, staff, ect, but with the development of e-commerce, the establishment of a company and profit from online sales becomes easier easily Businesses will not have to worry about warehousing costs when goods are in stock and the offline branch does not achieve the desired revenue Easier business administration: E-commerce makes business administration easier and simpler, for example, shipping processes, content storage, records, and other company management tasks are also automatically kept, distributed Type and update shipping time according to customer requirements B) B2B model: B2B (short for the term Business - To - Business) is an e-commerce business model in which direct transactions between businesses This is a type of transaction between two businesses, starting from electronic communication and then meeting face-to-face to agree and sign a cooperation contract B2B sales process: Determine the customer's buying process: This step is very important, businesses must accurately determine the buying process of customers Because that process is the basis for building the B2B sales process Define the sales stages: Once you've built your customer's buying pipeline, move on to the sales stages These sales stages must correspond to the steps in the purchase order built in step Determine sales goals: Sales goals are the results we want to achieve when we sell Set goals for the sales team at each sales stage This goal is not only something to be achieved but also a motivation for salespeople to try Assess customer needs: This stage can help you get a clear understanding of the best ways to supply suppliers To sell successfully, you need to supply goods based on the needs of potential customers Product presentation 12 This step is extremely important in the B2B sales process to score points with customers This stage will vary depending on your product or service and sales model It can take the form of a face-to-face meeting or a phone or video call End of sale This is when sales reps pin down exactly what the prospect wants to buy and offer a quote, offering flexible discounts to ensure the customer doesn't go back after viewing the quote Sales staff need to have a specific tracking process, follow up with customers to try to close the deal if they not receive a response Stay in touch Keeping in touch helps you increase the odds of a successful sale In order for customers to care, you need to have patience and not make them uncomfortable This will help increase the attachment and exchange between you and the customer Benefits of B2B: The benefit of businesses when participating in the B2B e-commerce model is having new trading opportunities, minimizing management costs Moreover, this model also breaks the constraints of space and time between buyers and sellers Manufacturing operations are more flexible Businesses can also analyze the needs and behavior of consumers accurately to have the right business development strategies The role of the public relations department and publicity fits in that role First, we need to understand what public relations is: The public is every group of people who cares or has a real or potential impact on a business's ability to achieve its goals The public can facilitate or make it difficult for a business to so Therefore, businesses need to take concrete measures to address relations with the public mainly The public relations department of the enterprise is responsible for planning, monitoring the public attitudes of organizations, arranging and handling public opinion, distributing information and communicating to build a reputation for the business Public relations and public relations are two different terms, there are differences between them Companies that specialize in public relations it publicly, but they more than go public As such, it is clear with this sentence that 'public relations' (PR) is a larger term that includes publicity Publicity is easier than public relations and almost anyone can it But PR requires skills that go beyond just giving press releases to reporters from various newspapers In this article, we will try to highlight the differences between public relations and publicity so that people appreciate these differences and come up with a strategy accordingly The role of public relations: 13 Traditionally, PR is seen as a non-marketing function, but the primary responsibility is to maintain a beneficial bilateral relationship between business and the public In this case, existing and potential customers are only a small part of the broader public Marketing and PR are two separate departments However, from a different point of view, PR is seen as an important marketing function All non-customer relationships are considered necessary under certain market circumstances In these organizations, PR depends on marketing According to, an author who has devoted much to PR research, more and more companies are adopting PR in a new role — that is, a function of marketing The new role of PR requires the marketing and PR departments to work together to create the best image of the company and the product/service offering Curry W., of Advertising Age, argues that organizations must be very cautious when establishing this relationship because PR and marketing are not one If the distinction between marketing and PR is unclear, PR becomes dependent and becomes less effective Therefore, it is necessary to recognize marketing and PR as two complementary functions, each with a separate way of conducting but working together to build and maintain the fundamental relationships for the growth and development of the organization Ignoring one component will make the other component fail This view is also in line with the views of active communication experts who consider PR to be an important part of the IMC process, contributing in a unique way but consistent with marketing goals Whether PR plays a traditional role or is marketing, there are its own goals Assessing the public's attitude and creating a beneficial image for the company is no less important than communicating products/services directly Publicity can take many forms such as news, articles, talk shows on television shows, blogs, and letters to editors, etc The main function of publicity is to draw media attention to the company's products and services Advertising differs from advertising in the sense that it is not paid while the company has to pay celebrities to endorse the company's product or when it advertises in magazines, TVs or other websites online This highlights that Publicity is different from Public Relations Unlike in the Case of Public Relations, where activities geared toward giving a particular opinion in a desired direction, publicly does not participate in such a process It's just a case of drawing your attention to something Now let's summarize the difference in the following way Appropriate publicity:  How to create good cost-effectiveness to access the market  The effective way is very focused on public relations  Profits earned from independent third-party guarantees unrelated to the product  Gaining high trust  Support for advertising programs when delivering more reliable messages  It changes the minds of customer groups  Encourage customers who are hesitant to buy However, the author also points out the downsides, including: 14     Lack of control over the media It is difficult to link content in propaganda slogans with advertising methods Advertising time and space are not guaranteed There is no standard measure of effectiveness for PR activities Relationship with the press: the purpose is to publish valuable information in the mass media to draw attention to people, products, services or organizations Productpropaganda: Make various efforts to publish specific products Corporate communications: including domestic and foreign communications aimed at making people more knowledge of the organization Lobbying: Work with lawmakers and government officials to advocate for or repeal a law or regulation Advising: to propose to the management about issues related to the public and about the location and image of the business Sale promotion: Giving buyers incentive 5.1 Sale promotion Sales promotion is the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities sumer purchasing and dealer interest by means of short-term activities These activities include such things as displays, trade shows and exhibitions, event sponsorships, and contests [ CITATION Nic \l 1033 ] 5.2 SALES PROMOTION TECHNIQUES There are types of sale promotion: B2B (business-to-business), B2C (business-toconsumer) - B2C (Business-to-business): ransactions between businesses and consumers aboutproducts, services, The people who are the end users of the business' products or services are referred to as consumers B2C promotion: Provide potential customers with free promotional services, free samples, free trial, coupons, voucher e.g: rewards in a contest, bundled gift, Netflix 30-Day Free Trial, Spotify® 60-Days Free Trial… Many new services or products often use these promotions, some experts caution not to give too much away during such promotions because if the promotion is too much, then when we stop the promotion, it will create disappointment for customers Tips on Issuing Coupons: 15 + Coupons can be used as a “Thank you for buying” or a “Stop and try us.” + Personalise the coupons (potential customers for coupon) + Discount enough to attract customers + Have an impressive design for the coupon - B2B (Business-to-consumer): a form of transaction between businesses, such as one involving a manufacturer and wholesaler, or a wholesaler and a retailer.[ CITATION JAM20 \l 1033 ] B2B promotion: The way to advertise b2b is different from b2c, it is not as widespread as b2b, there will be very few coupons and vouchers in b2b promotion instead there are larger-scale promotion types: + Trade shows and exhibitions + Sample products + Trade-ins + Promotional products + Social media promotions … 5.3 STAFF DEVELOPMENT TRAINING Sales promotion programs are designed to supplement personal selling, advertising, public relations, and other promotional efforts by creating enthusiasm for the overall promotional program First, to develop services and products, we need to train and develop employees, products will not be developed if the manager is weak (1) sales training (2) the development of sales aids such as flip charts, portable audiovisual displays, and videos; and (3) participation in trade shows where salespeople can get leads Those things give employees an experience that increases awareness and better understanding of the company's services and products then we need to create more opportunities to bring our products into closer contact with distributors and dealers by using the internet create trade shows on the Internet, called webinars, enable buyers to see many products without leaving the office After the company’s employees and intermediaries have been motivated with sales promotion efforts, the next step is to promote to final consumers using samples, coupons, cents-off deals, displays, store demonstrations, premiums, contests, rebates, and so on 16 Sales promotion is an ongoing effort to maintain enthusiasm, so sellers use different strategies over time to keep the ideas fresh.[ CITATION Nic \l 1033 ] In order to gain customer support, companies should give their customers hands-on experiences with those products That shows the customers the benefits of the product, its attractiveness so that they decide to buy it Samples are very important, so we need to perfect them perfectly before releasing them to customers WORD OF MOUTH AND OTHER PROMOTIONAL TOOLS (WOM) is word-of-mouth promotion: A promotional tool that involves people telling other people about products they’ve purchased.[ CITATION Nic \l 1033 ] Word of mouth advertising has a big influence, but the disadvantage is that it cannot be controlled If word of mouth effects is positive then good for the company, but if they are negative, it will be a big problem However, WOM is still the advertising method chosen by many people The first word of mouth advertising effects will come from our customers, so companies need to bring customers the best products and services to bring about the positive effects of WOM In fact, as media is thriving, the effects of word-of-mouth advertising are growing stonger through social media 1/ One of the most common ways is to sign advertising contracts with influencers, KOL, famous singer, actor to promote the company's products and services In Vietnam, only 33% of shoppers trust advertisements, while the figure for influencers is 90% (Influencer Marketing Vietnam Industry Report 2020 from 7SAT) Especially the word-of-mouth effect that comes from influential people, the level of trust will be higher, the spread will be wider It is also the reason companies pay a large amount for word-of-mouth advertising 2/Blogging: start with a blog that is the way of the business make them Professional, more trustworthy in the eyes of customers For a blog to be successful, a business must take the time to post and respond to customers who leave comments To create interest for customers, to understand the needs of customers They can also use those comments to create new posts Need to update the blog continuously to keep customer coming back for new information If the blog isn’t kept updated, it will lose traffic and, therefore, its power as a promotional tool 3/ Podcasting/Youtube: Instead of using a blog, the use of videos on youtube will make it more interesting for those who prefer to watch videos instead of reading blogs Some examples are many companies creating their own youtube channels to review and introduce their own products 17 4/ Email marketing: Email Marketing is the use of email to develop a relationship with a prospect or customer with a collaborative marketing communication channel Through sharing useful information and deepening relationships, you can convert leads into customers and drive sales 5/ Mobile marketing: There are more than 1.2 billion people in the world using mobile phones, so advertising messages will have a huge customer base One key to success, therefore, is to keep the message brief, informative, accurate messages to avoid confusion or misunderstanding as scams Survey of advertisement's trust: 18 MANAGING THE PROMOTION MIX: PUTTING IT ALL TOGETHER Each advertising method will advertise a different strategic option Advertising is most efficient for reaching large groups of consumers whose members share similar traits E.g: If the product you want to sell is shoes, find large organizations that has people who like shoes, have requirements for shoes If the product you want to sell is food, you can sell it to everyone because everyone will need food, but the results will be better when you find large organizations who prefer to eat and the same with other products To motivate people to buy, marketers can use many ways: B2C promotion: voucher, coupon, discount, sample, premium… B2B promotion: Trade shows and exhibitions, sample products, trade-ins, promotional products, social media promotions Publicity supports other efforts and can create a good impression among all consumers Word of mouth is often the most powerful advertising tool Companies should try to create the most positive word-of-mouth effects Should create separate slogans, can be funny, unique or meaningful to make people remember, will help the WOM effect better 19 CHAPTER 3: CONCLUSION Promotion is one of the four Ps of marketing promotion consists of all the techniques sellers use to motivate people to buy their products or services Marketers use many different tools to promote their products Advertising is paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message There are many ways to advertise: Television Advertising, Product Placement, Infomercials, Online Advertising…Marketers must choose which media will best reach the audience they desire Sale promotion is one of the marketing strategies for new products and services There are many ways to advertise products, it is necessary to use appropriate strategies for each customer to achieve the best results Training and developing employees is also one of the important factors for product and company development PERSONAL ATTENTION Personal selling is the face-to-face presentation and promotion of goods and services, including the salesperson’s search for new prospects and follow-up service after the sale The benefit of personal selling is having a person help you complete a transaction The average cost of a single sales call to a potential business-to-business buyer is about $500 Steps in the Selling Process The best way to understand personal selling is to go through the selling process Imagine you are a software salesperson whose job is to show business users the advantages of various products your firm markets Although this is a business-to-business example, the process in consumer selling is similar, but less complex 20 REFERENCES [1] Nickels, "Understanding Business," in Understanding Business [2] JAMES CHEN, "investopedia," 28 2020 [Online] Available: https://www.investopedia.com/terms/b/btob.asp [Accessed 11 2022] Quy trình bước bán hàng B2B chuẩn cho Doanh Nghiệp (2021) Retrieved 14 January 2022, from https://amis.misa.vn/11200/quy-trinh-7-buoc-ban-hang-b2bdon-gian-va-chuan-muc-nhat/ https://thuengoaimarketing.vn/info/quan-he-cong-chung-lagi.html? fbclid=IwAR26Dbiv7Ecy_fsKtiDWUnvaeJhoI_0JDGy4TAfuJwHfNo3nT1E77rW783s PR gì? Vai trị PR quan hệ cơng chúng xây dựng thương hiệu PR gì? Vai trị PR quan hệ công chúng xây dựng thương hiệu (2019) Retrieved 14 January 2022, from https://lagilaai.com/pr-la-gi-vai-tro-cua-pr-quanhe-cong-chung/?fbclid=IwAR21xi91u-RV6-DEszppWdUmxq4jbuafAlq3FkHQSwrVIs7HdcJd8gKZI Quan hệ công chúng gì? Nó khác so với quảng cáo?Quan hệ cơng chúng gì? Nó khác so với quảng cáo? (2018) Retrieved 14 January 2022, from https://marketingai.vn/quan-he-cong-chung-la-gi/? fbclid=IwAR2P706AkKS6AtDCtMF23jtLsjc42766rUyaT96KAIr-Sf2-Fijvv1nQpsQ Quảng cáo – Wikipedia tiếng Việt (2022) Retrieved 14 January 2022, from https://vi.wikipedia.org/wiki/Qu%E1%BA%A3ng_c%C3%A1o? fbclid=IwAR3G_qHwOkzL9qbHsw1qRrrtZn4_fPqbccB8ElztlRRdaYslb-gsdiM9FU#%C4%90%E1%BA%B7c_%C4%91i%E1 Chiến lược xúc tiến hỗn hợp (Promotion mix) gì? Các bước tiến hành (2019) Retrieved 14 January 2022, from https://vietnambiz.vn/chien-luoc-xuc-tien-honhop-promotion-communication-la-gi-20190913205828283.htm?fbclid=IwAR3kNlHfBMIoTAjASOWdcgMWII0M1-c8AAKz4cqjovFJ7T2YIwNOoT6O9U 21 ... chose the topic at "Using Effective Promotions-Chap 16) as the topic for our essay Research purposes: - Raise awareness and understand problems in marketing, namely Using Effective Promotions... promotion 15 5.2 SALES PROMOTION TECHNIQUES .15 5.3 STAFF DEVELOPMENT TRAINING 16 WORD OF MOUTH AND OTHER PROMOTIONAL TOOLS .17 CHAPTER 3: CONCLUSION... understand problems in marketing, namely Using Effective Promotions Learn the importance and effectiveness of using different ways of advertising Subjects of research scope: Economy, promotion effects