Slide 7 & 8

Question 1

Upstream Partners:

Answer 1

Supply raw materials, components, parts, information, finances, expertise.

Question 2

Downstream Partners:

Answer 2

Marketing channels (wholesalers, retailers) towards customers.

Question 3

Supply chain
Demand chain

Answer 3

Supply chain “make and sell”
Demand chain “sense and respond”

Question 4

Promotion Tools
1. Advertising
2.Sales Promotion
3.Public Relations
4.Direct and Digital Marketing:
5.Personal Selling

Answer 4

Advertising: Paid nonpersonal presentation (Broadcast, Print, Online, Mobile).
Sales Promotion: Short-term incentives (Discounts, Coupons, Displays, Demonstrations).
Public Relations: Building good relations (News, Speeches, Special Events).
Direct and Digital Marketing: Engaging directly with targeted consumers (Catalogs, Telephone, Internet).
Personal Selling: Personal interaction to engage customers and make sales.

Question 5

AIDA Model

Answer 5

: Attention, Interest, Desire, Action.

Question 6

Budget Methods

Answer 6

Percentage-of-Sales: Based on sales percentage.
Affordable: What can be afforded.
Competitive-Parity: Match competitors’ spending.
Objective-and-Task: Cost of specific promotion objectives and tasks.