BUS314 Unit 5 Day 9 Review: Promotion 1. What are the objectives of consumer sal
ID: 336767 • Letter: B
Question
BUS314
Unit 5 Day 9 Review: Promotion
1. What are the objectives of consumer sales promotion?
2. List and define five techniques used for consumer sales promotions (Marketing, page 426[i]). In your definition, explain how each technique works.
3. Define and briefly discuss these two types of trade sales promotions: dealer loaders and push money.
[i] Bearden, W., Ingram, T., & LaForge, R. (2007). Marketing principles and perspectives, 5/e. New York: McGraw-Hill.
Please answer all of the questions, if you can not answer all of the questions do not reply.
Explanation / Answer
Answer:-
The main objectives of consumer sales promotions are stated as below:-
The main objective of these promotions is to boost the short-term sales or helping the organization in creating a long-term market share.
These are also directed at improving the consumption of a well-established product or brand in the market.
Sales promotions are also helpful in improving the IMC efforts and to create a stronger brand equity
This is also done to ensure trial and purchase of the product.
Answer:-
Free Trails:- Thee free trail can be seen as a method in which a customer try a new product and reducing the risk the same time. In this kind of sales promotions, the customers are invited to use or try the products so that they can evaluate the performance, features of the product. This is mainly useful when the product is quite unique in the market.
Free Gifts:- There are the methods of attracting the customers by providing some kind of bonus along with the product. For example, a toy with the burger bought in McDonald’s. This kind of incentive provides a motivation for the customers to buy the product I order to get the free items.
Sampling
Free Samples:- Marketers also pride the free samples of the product to the customers so that the product can be used and tested by the customers. When the product sample fulfils the evaluation criteria of the customer, it can lead to the real buying of the product. This is done to create the reassurance and first-hand use experience of the product.
Contests:- These are some kinds of competition which are conducted by the marketers where the customers have the chance of winning some prizes or offers. For example, writing a good slogan for the brand can give the opportunity to meet any celebrity. This induces the customer to buy the product and compete in the competition so that he or she can get the opportunity to win the prizes.
Special Pricing:- These are the sales promotion activities in which the prices of the products are lowered or reduced for a specific period of tie. The main motive is to induce the buying as the customer will buy more quantity to save money as, after the specified period, the price of the product will increase.
Answer:-
A dealer loader can be seen as a reward or any kind of incentive which is given o the retailer to create a unique product offering or display. In most of the cases, this scheme is used for the reusable product which can be used for the display. At the end of the event, the premium will be given to the retailer. These kinds of sales promotion activities facilitate the opportunity to improve sales by offering the store managers some kind of attractive rewards or incentives for helping the brand to improve sales.
Push Money:- This is also known as spiffs. This can be seen as an additional incentive which is provided to the retailers takes sure that they display the product of the producer significantly and the adequate quantities of the product are stocked up. This is mainly directed to boost up the sales.
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