Foundations of Marketing 6th Edition by William Pride,Ferrell

Exercise 10

Producers use trade sales promotions to encourage resellers to promote their products more effectively. Identify which method or methods of sales promotion a producer might use in the following situations, and explain why the method would be appropriate.
a. A golf ball manufacturer wants to encourage retailers to add a new type of golf ball to current product offerings.
b. A life insurance company wants to increase sales of its universal life products, which have been lagging recently (the company has little control over sales activities).
c. A light bulb manufacturer with an overproduction of light bulbs wants to encourage its grocery store chain resellers to increase their bulb inventories.