Sales promotion comprises temporary action measures intended to support other marketing measures and thus to promote sales. A basic distinction can be made between sales promotion related to end customers and sales promotion related to distributors or sales organizations.
End customer-related sales promotions are targeted at final consumers and can be carried out by both, the manufacturer and the distributors. Functions of end customer-related sales promotion are:
Distributor- or sales organization-related sales promotion is targeted at sales intermediaries and can fulfill the same functions as end customer-related sales promotion – but with different content and instruments: