Marketing Chapter 13 (Sales Promo)

​It's time for the Super​ Bowl, and the​ end-of-the-aisle displays at the supermarket feature​ chips, dips, and soft drinks. What type of sales promotion tool is​ this?

point of purchase

Developing the Sales Promotion Program

-Size of the incentive -Conditions for participation -Promotion and distribution of the program -Length of the program -Evaluation of the program

Which of the following are objectives of trade​ promotions? A. Getting more sales force support for current or new products and getting salespeople to sign up new accounts B. Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space C. Boosting consumer brand involvement and​ short-term buying D. Urging​ short-term customer buying and gaining customer loyalty E. Generating business​ leads, stimulating​ purchases, rewarding​ customers, and motivating salespeople

B. Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

sales promotion objectives

Consumer promotions: purchasing/engagement Trade promotions: carry new items, more inventory Business promotions: generate leads, stimulate purchases Sales force promotions: support, sign up new accounts, etc.

Which of the following statements about sales promotions is​ correct? A. The use of sales promotions has declined in recent years. B. Sales promotions are only offered to consumers. C. Companies that use sales promotions usually do not use any other promotional mix tools. D. The growing use of sales promotion has resulted in promotion clutter. E. Sales promotions offer​ long-term incentives to buy a product.

D. the growing use of sales promotion has resulted in promotion clutter

sales promotion

Short-term incentives to encourage the purchase or sale of a product or service

​________ promotions are used to generate business​ leads, stimulate​ purchases, reward​ customers, and motivate salespeople.

business

Event marketing (or event sponsorships)

creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

One consumer promotion tool is​ _______, which are goods offered free or at a low cost as an incentive to buy a product.

premiums

Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail​ outlet?

rebates

consumer promotions

sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships -coupons, samples, rebates, premium specialties, contests, sweepstakes, etc.

business promotion

sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople -sales contest, trade shows, etc.

trade promotions

sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising -straight discount, allowance, free goods, specialty advertising items

Which of the following are common trade promotion​ tools?

​Discounts, free​ goods, allowances and free advertising specialty items