Chapter 16 – Using Effective Promotions
273. Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good
deal of television advertising and sales promotion activities to attract consumers to retail
shops in search of its brand. Wee Be Irish utilizes a ________ strategy:
A. systems
B. placement
C. push
D. pull
Feedback: In a pull strategy, heavy advertising and sales promotion are directed toward the
consumer so that they will request the products from retailers.
274. When managing the promotion mix, marketers are utilizing technology to deliver
important information directly to the customer. For example, during the spring planting
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276. Identify the advantages and disadvantages of newspapers and cable and broadcast TV
as media to carry your firm’s promotional message. Which of the two receives the most
advertising revenues and what are key advantages and disadvantages of both?
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277. Explain how publicity differs from advertising. What are the advantages and
disadvantages of publicity in a firm’s promotion strategy?
278.
Chapter 16 – Using Effective Promotions
Explain the steps in the personal selling process. How does B2B personal selling differ
from B2C personal selling?
1. Prospect and qualify. Prospecting involves researching potential buyers and choosing those most likely
to buy. That selection is called qualifying. To qualify people means to make sure that they have a need for
2. Preapproach. In the preapproach phase the salesperson must learn as much as possible about customers
3. Approach. When a salesperson calls on a customer for the first time, the opening comments are
important. The idea is to give an impression of friendly professionalism, to create rapport, to build
4. Make presentation. In the actual presentation of a good, the idea is to match the benefits of the value
package to the client’s needs. The presentation is a great time to use testimonials to show potential buyers
5. Answer objections. Customers may have legitimate doubts, and the salesperson is there to resolve those
doubts. Relationships are based on trust, and trust comes from successfully and honestly working with
6. Close sale. Closing the sale may include a trial close, a question or statement that moves the selling
7. Follow up. The sales relationship may continue for years as the salesperson responds to new requests for
information. Selling is often described as a process of establishing relationships, not just a matter of selling
1. Approach. The idea is to show the customer that the salesperson is there to help and that they are friendly
2. Ask questions. Also the salesperson needs to discover what the customer wants.
3. Make presentation. Show customers how the products you have meet their needs. Answer questions that
4. Close sale. Using a trial close like “Will you be paying for that with your store credit card?” is important.
5. Follow-up. Follow-up is an important but often neglected step in B2C sales. This may include delivery
and installation procedures.
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279. Your company has developed a new kind of nutritious snack food and you are part of
a team created to develop the promotion mix for the new product. Your specific task on
this team is to determine the sales promotion activities of the promotion mix. Identify and
describe several possible sales promotion activities the firm could use to promote the new
snack food.
280.
Chapter 16 – Using Effective Promotions
You are assigned the responsibility to prepare a promotional campaign for a new allergy
relief drug produced by the New England Pharmaceutical Corporation. Outline the
highlights of applying both (a) a pull strategy and (b) a push strategy.
281. Explain the difference between viral marketing, blogging and podcasting.
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282. Before they look at specific promotional tools, Melody and Tom agree that they want
a promotion mix that is both comprehensive and unified. They want to use all of the
promotional tools at their disposal to create a consistent message that promotes a
favorable product image. Melody and Tom want to implement a(n):
A. internal marketing program.
B. integrated marketing communication program.
C. multilevel market coordination plan.
D. stakeholder response communication system.
Feedback: Integrated marketing communication combines all elements of the promotion mix
into one comprehensive and unified strategy. The idea is to use all promotional tools and
resources to create a positive brand image.
