List and describe the four main techniques commonly used in trade-market sales promotions. Choose one type and demonstrate how it would operate within a certain type of industry, profession, or business.
Question 2Brownsworth Brothers Coffee is a mail-order business run by two brothers directly from their Hawaiian plantation.
They have targeted heavy users in the past, but they're considering a new focus on college students. They are considering switching target segments even though this group is comprised largely of people who don't drink coffee, or have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What term is used to describe the college students the company is considering targeting? What are the advantages of targeting this new segment?
Question 3Describe the various sampling techniques used in consumer-market sales promotion.
Question 4Think about a product that you have used in the past week. Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.
Question 5Describe any five of the consumer-market sales promotion techniques.
Question 6Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a priority seating plan in which fans would be given access to advance tickets based on the following schedule:
Lanemaster Club - 10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
Strike Club - 1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100seats total)
Kingpin Club - participants in local recreation bowling leagues - guaranteed bleacher seats for 10.00 to any match (100 seats total)
Alleycat Club - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for 1.00 to any match (100 seats total) In marketing materials created to target fans, the slogan Two hours of wholesome fun for all ages is used to attract ticket-buyers. This philosophy is an example of segmentation.
a. niche
b. demographic
c. geodemographic
d. benefit
Question 7Discuss the overall trend in spending on advertising and sales promotion over the past decade. Outline, at least, three reasons for this trend.
Question 8Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a priority seating plan in which fans would be given access to advance tickets based on the following schedule:
Lanemaster Club - 10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
Strike Club - 1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100seats total)
Kingpin Club - participants in local recreation bowling leagues - guaranteed bleacher seats for 10.00 to any match (100 seats total)
Alleycat Club - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for 1.00 to any match (100 seats total) With the new plan, the bowling team is attempting to encourage local bowlers and other bowling aficionados to come watch the team in action. This is an example of segmentation.
a. emergent
b. geographic
c. lifestyle
d. demographic
Question 9Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10 of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor. Quad sent the owner of Ted's grocery an expensive hand crafted sculpture. This is an example of a(n) _____.
a. bribe
b. advertising speciality
c. premium
d. business gift
Question 10Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a priority seating plan in which fans would be given access to advance tickets based on the following schedule:
Lanemaster Club - 10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
Strike Club - 1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100seats total)
Kingpin Club - participants in local recreation bowling leagues - guaranteed bleacher seats for 10.00 to any match (100 seats total)
Alleycat Club - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for 1.00 to any match (100 seats total) Each summer, the MSU Athletic Director looks at the city map, chooses a different local neighborhood, and knocks on doors, encouraging residents to join one of the supporting clubs. He then keeps track of which neighborhoods are the strongest supporters, and which may need more prompting in the future. In this way he is using a segmentation strategy.
a. psychographic
b. heavy-user-focused
c. geographic
d. demographic
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