Marketing Final Exam

Lovers could also be sent free samples and then be

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Unformatted text preview: uld also explain how the feeder keeps squirrels out. To generate a favorable attitude, birdwatching clubs could be sent a sample B-Gone and then be asked to recommend the feeders in television, radio, and magazine advertisements. Managers of stores catering to nature lovers could also be sent free samples and then be asked to recommend the B-Gone to their customers. DESIRE. In this stage, promotion should create brand preference. Promotions should tell bird lovers how much better off the birds will be if they install a B-Gone feeder. Promotions should also emphasize that bird lovers will spend fewer aggravating hours trying to chase squirrels away. The fact the feeder is squirrel proof should be promoted as the competitive advantage. ACTION. Catchy displays in stores targeted to nature lovers, coupons in bird-watching magazines, premiums (such as free seed or bird food), a display of how a B-Gone feeder works in some public park, or other forms of sales promotion could be used to encourage a consumer to purchase. PTS: 1 REF: 257-258 OBJ: 16-5 KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic MSC: BLOOMS Synthesis 11. Several factors affect the choice of promotional mix. Name five of these factors. ANS: • • • • • • PTS: 1 REF: 259 KEY: CB&E Model Promotion Nature of the product (consumer or industrial) Stage in the product life cycle Target market characteristics Type of buying decision Funds available for promotion Whether a push or pull strategy will be used OBJ: 16-6 TOP: AACSB Analytic MSC: BLOOMS Synthesis 12. Several factors inherent to the product itself influence the promotional mix. Name and briefly describe three of these factors. ANS: COSTS AND RISKS. When the costs or risks of a product’s use increase, personal selling becomes more important. STAGE IN THE PRODUCT LIFE CYCLE. During the introduction stage, emphasis is placed on advertising and public relations as well as some sales promotion and personal selling. During growth, sales promotion efforts are reduced, while advertising and public relations continue. At maturity, sales promotion and advertising become the focus. All promotion is reduced during the decline stage. NATURE OF THE PRODUCT. If the product is a business product, it is less likely to be well suited for mass communication. Since they are often custom-tailored, business products are better suited for personal selling. Consumer products are designed to appeal to a large audience, so advertising and sales promotion are more appropriate. PTS: 1 REF: 259-260 KEY: CB&E Model Promotion OBJ: 16-6 TOP: AACSB Analytic MSC: BLOOMS Synthesis 13. List the four stages of the product life cycle. Then describe the promotional strategies used in each stage. ANS: INTRODUCTION. During the introduction stage, emphasis is placed on general product class factors and informative messages. Heavy advertising and public relations are used to build awareness, while sales promotion can be used to induce...
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