31: Using the marketing mix: promotion

Question 1

Promotion

Answer 1

Bringing a product or range of products to the attention of existing and potential customers.

Question 2

Sales promotion

Answer 2

Offers designed to increase sales.

Question 3

Promotional activities

Answer 3

The ways in which a business can communicate with its potential and existing customers with the aim of increasing sales.

Question 4

Direct selling

Answer 4

A way of selling directly to the final consumer without another intermediary.

Question 5

Personal selling (form of direct selling):

Answer 5

Can be face-to-face, either where a product is demonstrated in the home or a catalogue is left with the customer. In the B2B market, firms will employ sales representatives who make direct personal contact with potential clients.

Question 6

Direct mailing (form of direct selling):

Answer 6

Involves sending information about a product to potential customers through the post. This may be seen as ‘junk mail’ by some consumers, but this form of promotion can be very successful, particularly for small and new businesses who want to get a foothold in a market.

Question 7

Merchandising:

Answer 7

The visual presentation of a product to the consumer at the point of sale.

Question 8

Advertising:

Answer 8

The use of media to communicate with consumers.

Question 9

Public relations:

Answer 9

Communicating with the media and other interested parties to enhance the image of the business and its products, and thereby increase sales.

Question 10

Branding:

Answer 10

Creating an identity for a business and its products to differentiate it from its rivals in the market.

Question 11

Promotional mix:

Answer 11

The combination of promotional activities which make up a campaign to communicate with a target market.