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