Sales promotion at the car dealer’s
Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, University of Applied Sciences Gera-Eisenach, language: English, abstract: In contrast to a retailer or wholesaler in food retailing, a car dealer has no choice of his products. A car dealer who has a contract with a car manufacturer, for example Mercedes-Benz, is only allowed to sell Mercedes-Benz cars. Only if the dealer has a contract with another car manufacturer, he can sell those cars. The only way to distinguish car dealers is about their consultations and services. By using a good sales promotion, the dealer can amplify his consultations and services and gain new customers. This task offers an insight to sales promotion and shows measures how car dealers can use them. A good sales promotion requires a good planning. It should contain an as-is analysis, i. e. the aims, the target group and the strategy of sales promotion. You have also to plan how to reach the attention of the customers. This preparative work is not part of this task, but it is necessary for the success of the following measures.
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3.1 SPECIAL MODELS 3.2 APPEARANCE 3.4 DRIVING EVENTS 3.5 TRAINING additional incentive advertisement aimed allowed to sell assistants brand calculate called campaigns car dealer car manufacturer car model catering competitors configuration connection consultations and services contains convince create customer base dealer contract DEFINITION AND MEANING described measures EMPLOYEES AND MOTIVATION entertain equipment the customers Especially evaluate example experience Food retailing giveaways groups important fact incentive to visit instruments logo market launch MEANING OF SALES MEASURES OF SALES Mercedes-Benz navigation systems normal offer special models organize parents pits planning possibility present range of customers reference RESULT sales promotion sales staff saving seats sector sell cars service department shop assistants sold spare special equipment special model comfort special range Spring summer festival support the sale test drives TRAINING OF EMPLOYEES transfer Twenty years ago tyres utility visit the car vocational training voucher