What are typical objectives for sales promotions aimed at consumers, retailers, and the sales force?
What will be an ideal response?
Sales promotion objectives derive from communication objectives, which derive from basic marketing objectives for the product. For consumers, objectives include encouraging more frequent purchases or purchase of larger-sized units, building trial among nonusers, and attracting switchers away from competitors' brands. For retailers, objectives include persuading retailers to carry new items and more inventory, encouraging off-season buying, encouraging stocking of related items, offsetting competitive promotions, building brand loyalty, and gaining entry into new retail outlets. For the sales force, objectives include encouraging salespeople's support of a new product or model, encouraging more prospecting, and stimulating off-season sales.
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The cost of workers' compensation insurance for the employer does not depend on
a. the number of employees; b. the riskiness of the jobs the employees perform; c. the company's accident history; d. the amount of FICA, FUTA, and SUTA taxes due; e. any of these.
Which of the following functions do the general managers in strategic business units primarily perform?
A. take responsibility for decisions and actions within a single functional area B. design generic business strategies based on guidelines received from corporate headquarters C. allocate scarce resources among different business divisions D. set overarching strategic objectives to unify the entire conglomerate under one mission
Emily checks her luggage at Flyaway Airlines's ticket counter before boarding her flight to Houston. Subject to a bailment is
A. Emily. B. Emily's luggage. C. Emily's ticketed seat on the flight. D. none of the choices.
Descriptive information might include the company's lines of business, a list of major competitors, and recent changes in management
Indicate whether the statement is true or false.