Marketing Final Exam

Manager for vita balls a new childrens vitamin that

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Unformatted text preview: Web sites. PTS: 1 REF: 285-288 Communication KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 4. You are the sales promotion manager for Vita-Balls, a new children’s vitamin that is designed to be chewed like gum. Your company uses a pull strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy. Describe three specific sales promotion activities you would recommend for Vita-Balls. ANS: Because Vita-Balls uses a pull strategy, consumer sales promotion tools should be used. COUPONS for discounts on Vita-Balls could be mailed directly to parents or could be placed in parenting magazines. PREMIUMS could be offered to purchasers of Vita-Balls, with proof of purchase required. The premium should be related to the product, such as books on common parenting problems, a subscription to a nutrition magazine, or other children’s healthcare products. LOYALTY MARKETING PROGRAMS or FREQUENT BUYER PROGRAMS could also be offered such as offering a free container of Vita-Balls after 12 containers are purchased. CONTESTS could be offered to parents. Entrants could write an essay about Vita-Balls or send in a photograph of their child, with the winning picture appearing on the new package of Vita-Balls. A SWEEPSTAKES could allow anyone to enter a random drawing for a free year’s supply of Vita-Balls. SAMPLING would allow parents to try the product without risk. Free small sizes could be mailed to parents. POINT-OF-PURCHASE PROMOTIONS could be set up at drugstores or grocery stores to attract new customers and encourage current customers to try Vita-Balls. ONLINE SALES PROMOTIONS. The manufacturer of Vita-Balls could set up a Web site where it provided online coupons for the vitamin, which could be redeemed at retail stores, as well as hints on how to get children to eat more nutritiously. It could award points for visiting this site and have the points redeemable for Vita-Balls. PTS: 1 REF: 285-288 Communication KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 5. Compare and contrast contests and sweepstakes. ANS: Contests and sweepstakes are both types of sales promotions generally designed to create interest in a good or service, often to encourage brand switching. Contests are promotions in which participants use some skill or ability to compete for prizes. A consumer contest usually requires entrants to answer questions, complete sentences, or write a paragraph about the product and submit proof of purchase. Winning a sweepstakes, on the other hand, depends on chance or luck and participation is free. Sweepstakes usually draw about ten times more entries than contests do. PTS: 1 REF: 287 Communication KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 6. Business-to-business marketers use many of the same sales promotion tools used in consumer promotions. There are several tools, however, that are unique to these marketers. Name and briefly des...
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This document was uploaded on 09/29/2013.

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