Session 9

Question 1

Sales promotion -

Answer 1

a short-term marketing strategy that a company can use to persuade people to become customers. Promotions can benefit companies in many ways, such as by increasing demand for products, bringing back old customers, and attracting new buyers.

Question 2

Sales promotion has 3 goals that relate to its target audiences:

Answer 2

1. Increase immediate customer sales.
2. Increase support among the marketer’s sales force.
3. Gain the support of the trade in marketing the product.

Question 3

Point-of-Purchase displays -

Answer 3

display distributed to retailers used to call customer’s attention to product promotions (carton displays, special racks, banners, signs, price cards)

Question 4

Sponsorship -

Answer 4

occurs when companies support an event either financially or by donating supplies and services.

Question 5

PR definition -

Answer 5

It establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

Question 6

Image vs Reputation

Answer 6

Image mirrors what a company says about itself, but reputation reflects what other people say about the company.