Consumer sales promotion seeks to reach new users, keep current users, and entice users to stock up. It can also be used to reinforce advertising for the good or service. Name and define five consumer sales promotional tools.
What will be an ideal response?
COUPONS are certificates given to consumers entitling them to an immediate price reduction when they purchase the item.
PREMIUMS are items offered to the consumer, usually with proof of purchase required. The premium should be related to the product in some way.
LOYALTY MARKETING PROGRAMS or FREQUENT BUYER PROGRAMS reward loyal consumers for making multiple purchases of a particular good or service.
CONTESTS are promotions in which participants compete for prizes based on some skill or ability.
SWEEPSTAKES allow anyone to participate and are characterized by chance drawings for prizes.
SAMPLING refers to free samples and trial sizes. Sampling allows consumers to try products with minimal risk. Trial sizes reduce the risk of trying new products. They also eliminate the problem of being stuck with a large quantity of a disliked product.
POINT-OF-PURCHASE PROMOTIONS are special displays set up at retail locations to build traffic, advertise the product, or induce impulse buying.
ONLINE SALES PROMOTIONS are a way to boost Web site traffic by giving away free services and/or equipment. Also, these promotions include sites that distribute coupons online as a way to counter the high cost and low redemption rate of coupons in print media. Some Internet sites are also using loyalty programs-users are rewarded with points, which can be redeemed later. Sampling is also possible at some Web sites.
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The sales manager who treats each member of the sales force as an individual is displaying the dimension of leadership described as "consideration."
Indicate whether the statement is true or false
In contrast to a team, a group is typified by a clear identity and a high level of commitment on the part of members
Indicate whether the statement is true or false
When a foreign competitor is able to unfairly sell a product at a lower price because it receives subsidies from the host government or exploits, lower labor or lower environmental standards, it is called:
A. Free market competition B. Competitive advantage C. Enterprise unionism D. Social dumping
You are a marketing consultant for a firm that wants to target members of Generation X. Based on your knowledge of this demographic group, your advice to this firm would be to _____.
A. emphasize freedom from work and commitment B. emphasize the importance of their children's education C. avoid topics dealing with materialistic possessions D. emphasize the baby boom culture E. concentrate on social networking as the best way to reach this group