Ch. 18 - Sales Promotion and Personal Selling

Because CAT INC. doesn't rely entirely on the promotion/putting out of their services/products, they aren't as obligated as other companies/organizations to practice it.

CAT INC. focuses on three types of buyers; loyal customers, competitor's customers, and brand switchers. CAT INC. focuses on these types of buyers because of various factors, everyone of them being specific to their corresponding group.

Loyal Customers
Recognized as #1 in their industry, CAT INC. holds dear to their customers. The industry in which CAT INC. operates requires each and every corporation/organization to encourage, provide, and appeal to customers, all while meeting organizational goals. As discussed in previous blog posts, because CAT INC. is #1 in their industry, their pricing and services are expected to be the same, meaning that they're viewed as a last resort among some/most customers. In order to live up to the expectations brought upon the company/organization, CAT INC. must provide accordingly. When you purchase a CAT INC. machine or vehicle you will always be offered a premium; the premium given to you are certain services derived from their Financial sector which provides frequent checkups on the machine(s)/vehicle(s) you've purchased along with special payment plans and other benefits (loyalty marketing program and/or relationship selling).

Competitor's Customers and Brand Switchers
Like I've discussed in the previous blog post, Ch. 17, various types of advertisements exist in CAT INC. in order to increase sales and customers. Although CAT INC. is the best in their industry they still occasionally have to influence/persuade others into purchasing their products. One way in which CAT INC. helps with the transition of another product to theirs is by showing the potential customer(s) the capabilities of their product(s) firsthand (aka sampling), point-of-purchase display, and other practices.