Chapter 4 The Marketing Mix - Promotion (Part 2)

(a)   promotion includes activities to persuade customers to buy now rather than later.

What is the purpose of sales promotion?

• to encourage target customers to act quickly to receive benefits, such as savings or free gifts

• to draw attention to new products or locations by organising special events

• to encourage target customers to act slowly to receive benefits

• how a business presents itself to the public

Which sales promotion is shown in the picture?

• samples

• coupons

• gifts

• price deals

Which sales promotion would you use to encourage customers to buy the products immediately within a limited time period?

• coupons

• point-of-sale displays

• purchase-with-purchase

• price deals

Which sales promotion is shown in the picture?

• samples

• coupons

• contests

• price deals

A (a)   may be offered to customers when they buy a product. For this technique to be effective, the free product must appeal to customers in order to entice them to spend.

A (a)   is a small amount of a product given to customers to try, in the hope that they might eventually buy the product. Often used to introduce new products to the market.

Which sales promotion is shown in the picture?

• loyalty rewards programme

• contests

• purchase-with-purchase

• price deals

Which sales promotion is shown in the picture?

• loyalty rewards programme

• contests

• point-of-sale displays

• purchase-with-purchase

Point-of-sale (a)   refer to promotional materials placed within a physical store to draw customers' attention to the products.