It needs a quick infusion of cash to maintain its

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talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion. NARREND 94. Refer to Digital Cookware. Why might rebates be a really good sales promotion for Digital Cookware to use? a. They are useful in building long-term relationships with customers. b. They can create a great amount of publicity. c. They create mutually beneficial relationships between the manufacturer and its customers. d. They are good at enticing purchases, but most rebates are not redeemed.
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e. They can be piggybacked with similar products. ANS: D Building long-term relationships describes a loyalty marketing program. Sweepstakes and contests generate publicity. Piggybacked is a term used with sampling. PTS: 1 REF: 281-282 OBJ: 18-2 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Digital Cookware 95. Refer to Digital Cookware. The company's first task is to define its exact sales promotion objective. If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition, it should: PTS: 1 REF: 280 OBJ: 18-1 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Digital Cookware 96. Refer to Digital Cookware. Digital Cookware is offering retailers a price reduction for allocating space for special displays its products. This type of trade sales promotion is called: PTS: 1 REF: 284 OBJ: 18-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Digital Cookware 97. Refer to Digital Cookware. If Digital Cookware offered the sales associates at a chain of cooking stores a bonus for each digital skillet they sold, it would be an example of: PTS: 1 REF: 284 OBJ: 18-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Digital Cookware
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