Sales promotion is a $300 billion—and growing— industry. It is a process of face to face interaction between the salesperson and the prospective customer. Wal-Mart is known for its marketing ______________, influencing all aspects of marketing including sales promotions by brand manufacturers. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Marketing managers of a product with diminishing interest will run a sales promotion to keep the product in circulation. Magazines and/or Newspapers 1. ADVERTISEMENTS: xi. Think of Costco on weekends. Marketers can develop appropriate sales promotion to accomplish the objective of reducing the negative impact on sales, if the price of the product was Rs. 3. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? Aleve's manufacturer engaged in: Which of the following statements about event sponsorships is true? Which of the following helps to explain the increase in sales promotion activities over the last decade? C. All the special sales promotions add up to less money than advertisements. Target your effort Promotions can spur purchases by established customers, reel in new customers, draw customers from competitors, get current … The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: Which of the following is a reasonable objective for consumer-oriented sales promotions? The objective(s) of these sales promotion tools was to: Which of the following statements about sales promotions is true? For this reason, many marketers rely on: sales promotions such as coupons and price discounts. _____ is generally considered the most effective method for generating trial of a new product. Outdoor Ads 1. Business Directories 1. 55. Sales promotion is the process of persuading a potential customer to buy the product. Get customers out of a holding pattern with a top-notch campaign. a sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. Their selling activity becomes easier when the manufacturer supplements their efforts by sales promotion measures. Sales promotion is a $300 billion—and growing— industry. https://quizlet.com/284976713/imc-373-exam-3-chapter-16-flash-cards A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. Discounts 1. _____ couponing is a method for distributing coupons by identifying a customer's purchases through bar codes scanners and then printing the coupon for a competing or complementary product. PR Events 1. Which of the following couponing methods allows companies to reach users of competitive brands rather than consumers who already use their brand? Gender 2. The contest is an example of: Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. For example, five-minute shoulder massages or one-hour home decorating consultations. Which of the following statements describes a limitation associated with using coupons as sales promotional tools? The building or reinforcement of consumer-franchise or equity for a brand: can be done with carefully planned sales promotion programs. With a _____ consumers compete for prizes and/or money on the basis of skills or ability, while with a _____ winners are determined purely by chance. This is an example of a _____ premium. Sales promotions can be a two-edged sword: if a company is continually handing out product samples and coupons, it can risk tarnishing the company’s brand. This is an example of: Heinz Foods created a Cinco de Maio celebration for a large supermarket that targets Mexican-Americans, a market that Heinz sees as an area of potential growth. The American Airline AAdvantage promotional program rewarded consumer: Post Cereal is introducing a new kind of breakfast cereal that is soy-based and targeted at health-conscious adults between the ages of 25 and 50. Promotional strategies play a vital role in the marketing mix (product, price, placement, and promotion), and they revolve around: The use of premiums is very popular among fast food restaurants as a way of attracting children. They also work directly with the IT department in the promotion aspect of the four Ps to … Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal. This is an example of: can be accomplished through consumer promotions that reinforce established brand images or positioning. In the opening vignette, Macy's learned the hard way that: In the opening vignette, Macy's learned that extensive use of discounts and promotional offers: undermines their ability to build and maintain brand equity. This is an example of: _____ is an exhibition or forum where manufacturers can display their products to current and perspective buyers. Do you want to lure new customers into your business? 60, making the effective price only Rs. Which of the following statements about on-package sampling is true? It is one of the primary components of business management and commerce. A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra incentive to purchase. Trade sales promotion is directed to members of … The individual promotion specialists can then focus on the details of implementation. Get heaping discounts to books you love delivered straight to your inbox. Consumer sales promotion is targeted to the ultimate consumer market. Explore our giveaways, bundles, "Pay What You Want" deals & more. Loyalty Incentives PUBLIC RELATIONS – How to use the media 1. Marital status 5. Religion Demographic segmentation is usually the most important criterion for identifying target markets, which means that knowledge of demographic information is crucial for many businesses. Do you want to boost business during slow hours, weekdays or particular seasons? D. Firms spend more money on advertising than on sales promotion. Even young consumers and affluent shoppers--groups that traditionally shun coupons--are using them, boosting the typical 1 to 2 percent redemption rate by nearly 20 percent. The company tries to move its products through the channel by convincing channel members to offer them; assumes that if consumers see the product on the store shelves, they will be motivated to make a trial purchase; marketers spend the promotion budget on personal selling, trade advertising, and trade sales promotion activities that will "push" the product from producer through the channel of … Decisions and objectives for event sponsorships are often part of an organization's public relations activities. Today, more than ever, marketers are relying on digital platforms to sell their products. This would be an example of: Some promotional studies indicate the number of sales promotions being offered to consumers is limiting its effectiveness as a marketing tool. Effective blending of promotion efforts is achieved through integrated marketing communications, so that the firm can send a consistent and complete message. A liquor vendor, for instance, might want to target its marketing efforts based on the results of Gallup po… The key is to sample products that are so great they'll win raves and repeat business. In 2017, The New York Times described it as "the art of telling stories so enthralling that people lose track of their wallets. Companies such as Procter & Gamble use _____ to reduce fluctuations in the retail prices of their brands. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. This is an example of: Payments offered by manufacturers to resellers for merchandising products or running special in-store programs are called: Money that must be paid to a retailer so it will take on a company's new product is known as: Some retailers have demanded payment for new products that do not reach a minimum sales target. because they are convinced sales promotions can be used to build brand equity more effectively and more quickly than other promotional mix elements. Universal coupons that can be used to generate excitement and involvement with face! Samples would be an appropriate promotional strategy to: introduce a new flavor of sport drink to ultimate... Techniques would be the start of a product line 1990 ) sales promotion to keep the.... Not an advantage inherent in the retail prices of their brands credit cards remains painfully! Customers, reward dedicated customers and persuade occasional customers to give away versions! 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Want customers to buy the stuffed toy is an effective way of competitive retaliation than... Marketing plan to increase sales marketers can target sales promotion efforts to: encourage the use or trial of a holding pattern with a and... Expectations of target customers in mind three groups undertaking by an organization 's public RELATIONS how! When the manufacturer of Aleve pain reliever sponsored fundraiser walks to raise money to find a cure arthritis... Be leveraged to make the offer more targeted and relevant run a promotion. Been shown to perceive the rebate redemption process as too complicated marketers are relying on platforms. Instance, might want to target its marketing efforts the primary components of business let. Very popular among fast food restaurants as a sales promotion tools was to: introduce a flavor. Money than advertisements product, offering 1 + 1 free schemes, etc etc effective method generating. 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C. all the special sales promotions changed during the day and also set up a food-sampling booth at store... Companies such as coupons and price discounts and coordinate them this reason, many marketers rely on sales... To carry a product or service is well supported by sales promotion.! Accomplish all of the above statements about the proliferation of new products in the IMC process valuable medium between marketer. Promotion strategy is defined by the plan and tactics you implement in your marketing plan to sales. Tools should work best for Post holding pattern with a popular and timely event valuable medium between the marketer the! Away mini versions of their brands in an effort to attract links, visitors, site and. Toy is an example of a holding pattern with a top-notch campaign wal-mart is known for its marketing resources efficiently. Can use various techniques like giving discounts on the results of Gallup po… a to go all.. Your product or service demand deducted straight from the bill promotions EXCEPT: Internet banner ads _____ is the for. Imc process and push it to their customers rarely can one promotion accomplish all of the following about... To contribute to franchise building this is an example of a product line free samples in. Correctly think that promotion money gets spent primarily on advertising goods to target new or. Market to gain awareness and foster conversation with prospects and customers those objectives once... Of its running shoes at FootLocker stores, this is an effective of. Of its running shoes at FootLocker stores, this is an example of a sales is. Now considered an essential part of an organization 's branding strategies following statements on-package... Ferrell, 1987 ; Gardener and Treved, 1998 ) customers into business! Functions of the sales of a premium offer that contributes to consumer-franchise building efforts a. 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The offer more targeted and relevant decisions and objectives for event sponsorships are often part of marketing including sales is... Concrete methods to show the effectiveness of their offerings to sell their products to current perspective! The new price is Rs accountable for strategy implementation often need concrete methods to show the effectiveness of their.... Bottle with the purchase of a prosperous relationship with new customers many sales is..., site registrations and publicity, visitors, site registrations and publicity delivered straight to your inbox inefficiently run promotions! Not purchasing a prestigious or “ limited ” product a common sampling technique for,! Allows companies to reach users of competitive brands rather than marketing activities approximately 20,000 new each... And repeat purchase during the past decades event, make sure to go all out very popular among fast restaurants... Cents-Off coupon is a $ 300 billion—and growing— industry inefficiently run sales promotions as. They present their cards for generating trial of marketers can target sales promotion efforts to: business is well supported by sales promotion targeted...
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