Marketing Final Exam

To implement a push or a pull promotional strategy

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Unformatted text preview: MSC: BLOOMS Synthesis 16. You are the promotions manager for Pyrolave, a company that turns lava rock into counter tile. The company’s counter tile is easy to clean and resistant to scratches but is more expensive than other materials used for countertops. You need to decide whether to implement a push or a pull promotional strategy. Define and describe both the push and the pull strategy, and describe what promotions might be used in each strategy. ANS: PUSH STRATEGY is when manufacturers use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise. The wholesaler, in turn, must push the merchandise forward by persuading the retailer to handle the goods. The retailer then uses advertising, displays, and so on to convince the consumer to buy the pushed products. PULL STRATEGY stimulates consumer demand to obtain product distribution. In this case, the manufacturer focuses its promotional efforts on final consumers, usually with mass media. As consumers demand the product, the retailer orders the merchandise from the wholesaler. As the wholesaler is confronted with rising demand, it places orders for the merchandise from the manufacturer. Stimulating final consumer demand pulls the product through the distribution channel. Consumer advertising, cents-off campaigns, and couponing are part of a pull strategy. PTS: 1 REF: 261-262 OBJ: 16-6 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 17. What is integrated marketing communications (IMC)? How is IMC implemented? ANS: Integrated marketing communications (IMC) is the careful coordination of all promotional activities to produce a consistent, unified message that is consumer focused. To implement IMC, marketing managers carefully work out the roles that the various promotional elements will play in the marketing mix. Timing of promotional activities is coordinated, and the results of each campaign are carefully monitored to improve future use of the promotional mix tools. Typically, one individual in the firm is given the overall responsibility for integrating the company’s marketing communications. PTS: 1 REF: 262-263 KEY: CB&E Model Promotion OBJ: 16-7 TOP: AACSB Analytic MSC: BLOOMS Synthesis 18. List three reasons why the concept of integrated marketing communications has been growing in popularity. ANS: 1. The proliferation of thousands of media choices beyond traditional media has made promotion a more complicated process. 2. The mass market has become increasingly more fragmented. 3. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and those that are more easily measured. 4. The interest in IMC is largely a reaction to the scrutiny that marketing communications has come under and particularly to suggestions that uncoordinated promotional activities are wasteful and inefficient. PTS: 1 REF: 263...
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