The document discusses how logistics planning impacts sales promotion outcomes. It argues that when sales and logistics jointly plan promotions, accounting for logistics costs and coordinating activities, the promotional efforts are more effective and profitable. Excluding logistics costs from promotion planning can underestimate true costs and reduce profitability. The author contends cross-functional cooperation between sales and logistics improves communication and allows for more accurate cost estimates, leading to better sales promotion performance.

1. GROUP MEMBERS
 SAIFULLAH MALIK
 ARSALAN SHAFIQ
SEMINAR IN MARKETING

2. CRITIQUE

3. INTRODUCTION
 AUTHOR NAME
 FRANK G ADAMS

4. INTRODUCTION (CONT…)
 BOOK ARTICLES TITLE AND SOURCE
 The Impact Of Logistics Planning On Sales
Promotion Outcomes

5. INTRODUCTION (CONT…)
 AUTHOR THESIS STATEMENT
Both sales and logistics planners jointly
participate in sales promotion their
interdependency increase the firm
performance ,in a cross functional
oriented firms, different members of
functional areas jointly participate in the
firm activities that impact more than one
functional areas.

6. SUMMARY
 Sales promotion are important part of a
firm sales strategy, promotional efforts
are logistically supported. If a firm
logistic support are not included in the
planning processes for promotion then the
firm may assume cost for promotion which
reducing the value of the promotion of the
firm. In the case of sales promotion, poor
communication b/w sales and logistics
functions can mask the true costs of a
promotion

7. (…SUMMARY (CONT
 Logistics is able to contribute additional
net profit to the firm by reducing the
variable cost and total expenses. Higher
the levels of promotion planning and
logistics planning improves the
performance of sales promotion through
cross functional communication within the
organization.

8. REVIEW AND EVALUATE
 What are the areas of expertise of the
author?
 The areas of expertise of the author in
the department of management and
marketing
 Did the author use appropriate methods to
gather the evidence?
 Yes the author compares two sales
promotion outcomes table 2 without
logistics, table 3 with logistics

9. (…REVIEW AND EVALUATE (CONT
 Was the evidence used by the author
accurate?
 Yes the evidence used by the author is
accurate
3. When logistics cost are excluded in the
estimates the same decrease in the price
and resulting increase in the volume, result
in dramatically lower the levels of
performance.

10. (REVIEW AND EVALUATE (CONT
2. The performance of promotion ranges
from less than 22% at a $1 discount to
3% at a $4 discount the rate of
promotion performance decline as a
result of increasing the discount. More
significant is the impact of minor
changes in cost have on net profitability
for the firm

11. REVIEW AND EVALUATE
(…(CONT
 Did the author build a logical argument
 Yes, in a cross functional
oriented firms, different members of
functional areas jointly participate in the
firm activities that impact more than one
functional areas

12. REVIEW AND EVALUATE
(…(CONT
 Is there other evidence that would support a
counter argument?
 No we did not find any counter argument
against the author. As the author supports a
logical argument.

13. REVIEW AND EVALUATE
(…(CONT
 Was the author successful in making his
point?
 Yes his point is valid i.e.
Higher the levels of promotions planning
and logistics planning improves the
performance of sales promotion.

14. CONCLUSION
Yes we agree with the author
2. Sometimes firms competitive advantage
give promotional discounts to attract new
customers, increases sales volumes or
reduce inventories.
4. Build high levels of communication &
cooperation b/w functional areas have
more accurately estimate the cost of
projects such as sales promotion

15. THE END