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SALES PROMOTION consists of all marketing activities that stimulate consumer purchasing
and dealer effectiveness. Examples include free samples, contests, premiums, trade shows,
vacation giveaways, and coupons.
PERSONAL SELLING is a purchase situation involving a personal, paid-for communication
between two people in an attempt to influence each other. It involves a planned face-to-face
presentation to one or more prospective purchasers for the purpose of making sales. Personal
selling was initially more prevalent in the industrial goods field but now plays an important role
in relationship marketing.
KEY: CB&E Model Promotion OBJ: 16-2
TOP: AACSB Analytic
MSC: BLOOMS Synthesis 3. You are the promotions manager for a new weight-loss program that is based on a lowcarbohydrate diet. Describe how you might use all four tools of the promotional mix to promote
the product. ANS:
Promotion tools should be directed toward a weight-conscious target audience. General examples
of tools are:
ADVERTISING could take place in many different media, including television, radio,
newspapers, magazines, books, direct mail, billboards, and transit cards.
PUBLIC RELATIONS could be used to generate publicity for the new product in the form of
news items, feature articles, or sporting event sponsorship.
SALES PROMOTION could include free samples, contests, premiums, trade shows, vacation
giveaways, and coupons.
PERSONAL SELLING may be needed to encourage wholesalers and/or retailers to carry the
product. However, personal selling may not be feasible to reach a large target audience.
KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic
MSC: BLOOMS Synthesis 4. What is the basic definition of communication? What are two forms of communication? Give
specific examples of these two forms and indicate how a company could use each of them.
Communication is the process by which meanings are exchanged or shared though a common set
of symbols. Individuals assign meanings to feelings, ideas, facts, and attitudes.
INTERPERSONAL COMMUNICATION is direct, face-to-face communication between two or
more people. With this communication, people know whom they are communicating with and can
respond to the other person’s reaction almost immediately. An example of this is a salesperson
speaking directly with a client.
MASS COMMUNICATION is the communication of a concept or message to large audiences,
usually through a mass medium such as television, radio, magazine, or a newspaper. In this case,
the company does not know individually the people with whom it is communicating, and there is
no way to respond immediately to the consumers’ reactions.
KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB MSC: BLOOMS Synthesis 5. Draw a diagram that illustrates the communication process.
See Exhibit 16.2 for an illustration.
KEY: CB&E Model Strategy OBJ: 16-...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model