The Promotional Mix Pieces (11) Flashcards
What is a sales promotion?
a short term, external promotion designed to influence immediate purchase
What are the two important/key charecteristics of a sales promotion?
- it is short term
- it influences immediate purchase
Sales promotions are short-term meaning…
they are not designed to last forever
List six common examples of sales promotions
- free samples
- coupons
- Price promotion
- Frequent-user program
- Gift Premium
- Contests
What is the most common example of a free sample promotion?
a food sample stand at a grocery store
What are the benefits of free samples?
it decreases the consumer’s purchase risk and encourages product trial purchases
Free samples ______ the consumer’s purchase risk and ______ product trial purchases
decrease, encourage
- think of when I have tried a sample of food that i had no intention of buying…and then purchased that food item.
_________ are a way to encourage new product usage
coupons
In 2018 how many coupons were redeemed?
1.1715 billion worth a face-value of $2.7 billion dollars
About _____ percent of couipons distributed are for non-food items, but about _____ of all coupons actually redeemed are for food items
75, half
What is a price promotion?
simply a sale
a price promotions is simply a ______
sale
What are some common examples of a price promotion?
- percent-off sales
- buy-one-get-one-off (BOGO) sales
Are price promotions meant to be temporary or long-term?
temporary
- if a business continually runs a sale customers will eventually view the merchandise as worth the reduced price, and the business will have a hard time raising prices back to the original level
What does a frequent user program encourage?
loyalty
Frequent user programs can encourage a customer to ______ choosing particular brand over a competitors
keep
- For instance, if a customer had a choice between two airlines and all other criteria were equal, the customer would probably pick the airline that would earn him or her frequent flyer miles.
What is an example of a gift premium?
a free gift with purchase
Contests encourge potential customers to _______, they can also motivate current customers to increase _________.
purchase, comsumption
What can contests encourage?
purchase, increasaed consumption, and sharing information about the company
What are the four benefits of sales promotions?
- balances demand against available inventory or capacity
- effectiveness is measurable
- promotional costs vary with volume
- reduces risk of initial trial
A company with excess _______ or available production capacity can use sales promotions to ______ demand and balance out the ______ inventory / capacity.
inventory, increase, excess
For instance, theme parks run sales promotions during off seasons when the park typically has fewer customers.
What is the goal of a sales promotion?
an immediate increase in sales
Is tracking the effectiveness of a sales promotion easy or hard?
easy
For the sale of physical goods, a marketer can track the immediate increase in product sales during the promotion.
What are the main costs associated with sales promotions?
per-unit expenses that take place every time a customer takes advantage of a sales promotion
To illustrate the concept, if a marketer runs a television commercial (an advertisement) for $10,000, then the cost of that ad is the same whether the company sells 10 extra units from that commercial or 10,000. However, if a marketer distributes $1 coupons (a sales promotion), then the cost of the promotion to the company is $10,000 if the company sells 10,000 units but a mere $10 if the company only sells 10 units.
What two sales promotions are effective at reducing the risk of the initial product purchase?
free samples and coupons
When are sales promotions useful for reducing the risk of the initial trial of a product?
when introducing a new product to the market. The idea is that the customer will try the product and then become a repeat customer.
What is public relations?
The practice of managing the spread of information between a product, company, organization, or brand and the public or stakeholders.
What is public relations about compared to advertising?
While advertising involves direct, paid messages designed to lead a consumer toward purchase, public relations is more about building goodwill and managing the brand or company’s image.
What are some functions of public relations?
- Promote goodwill and build trust
- Lobby for the good of the company
- Promote positive brand image
- Manage publicity
- Maintain investor relations
Public relations seeks to promote _______ and build trust
goodwill
PR seeks to ______ for the good of the company
lobby
PR seeks to promote positive brand ______
image
PR seeks to manage _______
publicity
PR seeks to maintain investor ______
relations
To accomplish the funcitons of public relations one must use a variety of…
tools and tactics
What are three public relations tools and tactics?
- creating press kits
- sponsoring events
- building relationships with media
Which is viewed as more credible, advertising directly paid for by the company itself or messages from third-party sources such as newspaper articles and tv news stories?
the latter
What is personal selling?
an interaction between a front-line employee and a potential customer
Personal selling is designed to influence…
a purchase
What are the stages of personal selling in chronological order?
- Prospecting
2, Preapproach
- Approach
- Presentation
- Close
- Follow-up
Match the Personal Selling stages to their definitions/explanations:
- Prospecting 1. presenting information and benefits to the prospect, addressing any objections
- Preapproach 2. looking for potential customers, vetting potential customers
- Approach 3. obtaining the sale
- Presentation 4. ensuring purchase satisfaction
- Close 5. researching the prospect, determining the best mode of action
- Follow-up. 6. contacting prospect, gaining his or her attention, setting up a meeting
1: 2
2: 5
3: 6
4: 1
5: 3
6: 4
What is a benefit of personal selling?
The upside for personal selling is the ability to completely customize it for each customer and each purchase situation.
A salesperson can develop a customized sales presentation for each prospect.
When is personal selling the best option?
Personal selling works best for products with a high enough selling price (and profit margin) to cover the cost of the sales employees.
What is direct marketing?
when the marketer communicates with the potential customer with the goal of receiving a direct response from the customer (as opposed to selling in a retail location).
What communication channels are used for direct marketing?
media such as direct mail, telemarketing, or television shopping channels such as QVC.
Direct marketing such as direct mail allows a marketer to…
reach and communicate directly with customers.
What are some benefits of direct marekting?
Such a targeted marketing strategy can increase the efficiency of promotional dollars spent. Direct marketing such as direct mail is also customizable for the individual consumer.
