Monday, October 29, 2012
CHAPTER 18: SALES PROMOTION AND PERSONAL SELLING
Personal selling is one of the oldest forms of promotion. M.A.C Cosmetics follows this strategy and stands out as the world's largest make up company. Through the execution of make up tutorials by employees to customers, there is excellent communication which increases sales. M.A.C. focuses on developing a relationship with customers and potential buyers with the objective if making a sale. In terms of sales promotion, M.A.C. Cosmetics uses incentives like display of items, exchange offers, fashion shows, magazines, and the like to attract customers. With its "back to M.A.C" program, M.A.C. promotes recycling by allowing customers to bring back six empty product containers for a free lipstick of your choice. The WAD promotion doubles M.A.C.'s usual philanthropic commitment, directing 100% of sales to the M.A.C. AIDS FUND.
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