Ch.13 Sales Promotion

Question 0

Targets & objectives of SP

Answer 0

T: consumers [coupons, samples, loyalty cards, displays, sponsored events (Gatorade basket)], retailers/wholesalers (trade promos), business buyers

O: increase short term sales, build long term market share

Question 1

Sales promotion & fonctions

Answer 1

Short term incentives for immediate purchase (usually at point of purchase)
They attract attention, generate soon results (cluttered)

Question 2

By what should SP should be supported?

Answer 2

Promotion mix tools

Question 3

SP should reinforce and build what?

Answer 3

Product positioning
Long term relationships

If they are effective they are easier to measure than ads

Question 4

Trade promotions & TP tools

Answer 4

Companies invest more on them than in consumer promos (cos that have push strategies)

Discounts
Allowances
Free goods
Push money
Specialty ads
All of this to get more feature ads (store screens), shelf space, get them to carry new products or more quantity

Question 5

Business promos objectives & tools

Answer 5

Get business leads
Stimulate purchases
Reward customers
Motivate sales force

Conventions, trade shows, sales contests…

Question 6

SP program steps (5)

Answer 6

Incentive size
Conditions
Promotion means
Length
Evaluation