JL Chapter 18 questions

JL Chapter 18 questions - MKTG Chapter 18Sales Promotion...

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MKTG Chapter 18—Sales Promotion and Personal Selling 1. _____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service. a. Publicity b. Sales promotion c. Promotion d. Advertising e. Motivation selling 2. What are the two types of sales promotion? a. consumer and trade b. informative and reminder c. start-up and continual d. adoptive and diffusive e. personal and impersonal 3. The goal of sales promotion (regardless of what form it takes) is usually: a. immediate purchase b. return on investment c. cost control d. market share leadership e. economies of scale 4. Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to: a. intense competition and the introduction of new products b. the growth of frequency programs c. push money from retailers d. POP activities e. user incentives from retailers 5. A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n):
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a. coupon
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JL Chapter 18 questions - MKTG Chapter 18Sales Promotion...

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