Deck 14: Retailing and Wholesaling

Question 1

Fisher-Price Company, long known as a manufacturer of children's toys, has introduced a line of clothing for children. Outline a promotional plan to get this product introduced in the marketplace.

Answer 1

In order to introduce a product in the market, following promotional plan could be introduced in the marketplace:
The promotional plan would include marketing as well as promotional mix to increase awareness about the product in the market. This comprises of capitalizing on the opportunities by minimizing the errors and reducing the threats by focusing on the strengths.
The company would include a promotional package that must be flexible enough to use it in a variety of ways. An structure of promotional tools, resources and strategies that the company would exploit to promote a product or service.

Question 2

Many insurance companies sell health insurance plans to companies. In these companies, the employees pick the plan, but the set of offered plans is determined by the company. Recently, Blue Cross-Blue Shield, a health insurance company, ran a television ad stating, "If your employer doesn't offer you Blue Cross-Blue Shield coverage, ask why." Explain the promotional strategy behind the advertisement.

Answer 2

The promotional strategy behind the advertisement is as under:
• Making the product name and the business more familiar to the community
• Make goodwill and form a attractive image
• Inform and report to the public
• Offer explicit goods and services
• Fascinate consumers to find out additional information regarding the goods and services
• To present data and facts to customers as well as others.
• To upsurge demand for goods and services.
• To distinguish a product.

Question 3

Identify the sales promotion tools that might be useful for ( a ) Tastee Yogurt, a new brand introduction, ( b ) 3M self-sticking Post-It Notes, and ( c ) Wrigley's Spearmint Gum.

Answer 3

The sales promotion tool that might be useful for the below mentioned products are as under:
a) Tastee yogurt, a new brand introduction the sales promotion tool would be through social media marketing that would help in profitable advancement directed through websites of social media. This would help the company to promote their goods and services through special offers and deals on social media.
b) 3M self-sticking post it notes: the sales promotion tool would be through display advertising that sends advertising message using logos, videos, text, animations, or graphics and photographs.
c) Wrigley's spearmint gum: banner ads and web banner characteristically are graphical ads that are presented within a web page. Numerous banner ads are provided by a central ad server. These banner ads are usually rich media in the form of animations, buttons and video, audio.

Question 4

Design an integrated marketing communications program-using each of the five promotional elements-for Rhapsody, the online music service.

Question 5

BMW introduced its first sport-utility vehicle, the X6, to compete with other crossover vehicles such as the Acura ZDX. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.

Question 6

Develop a privacy policy for database managers that provides a balance of consumer and seller perspectives. How would you encourage voluntary compliance with your policy? What methods of enforcement would you recommend?

Question 7

After listening to a recent sales presentation, Mary Smith signed up for membership at the local health club. On arriving at the facility, she learned there was an additional fee for racquetball court rentals. "I don't remember that in the sales talk; I thought they said all facilities were included with the membership fee," complained Mary. Describe the problem in terms of the communication process.

Question 8

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
You should ( a ) identify the target audience, ( b ) specify the promotion objectives, ( c ) set the promotion budget, ( d ) select the right promotion tools, ( e ) design the promotion, and ( f ) schedule the promotion.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Question 9

What changes in the environment provided the opportunity for the Dewmocracy approach

Question 10

Develop a matrix to compare the five elements of the promotional mix on three criteria-to whom you deliver the message, what you say, and when you say it.

Question 11

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
Also specify the pretesting and posttesting procedures needed in the implementation and evaluation phases.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Question 12

Which of the promotional elements described in Figure 14-2 were used by Mountain Dew in its Dewmocracy2 campaign

Question 13

Explain how the promotional tools used by an airline would differ if the target audience were ( a ) consumers who travel for pleasure and ( b ) corporate travel departments that select the airlines to be used by company employees.

Question 14

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
Finally, describe how each of your promotion tools is integrated to provide a consistent message.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Question 15

What are some of the different ways Mountain Dew can assess the success of its campaign

Question 16

Suppose you introduced a new consumer food product and invested heavily both in national advertising (pull strategy) and in training and motivating your field salesforce to sell the product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce How could you increase both the quality and quantity of each