Question 1

Discuss the role of sales promotion in consumer markets.In your answer,identify several types of consumer sales promotion activities and how they might be used in an overall IMC program.

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Question 2

Discuss the steps involved in the AIDA model of outlining promotional goals.How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

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Question 3

Identify and discuss the three major structural options for distribution.In your answer,identify the major advantages and disadvantages of each option.

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Question 4

Discuss the challenges associated with pricing services.How do service firms use yield management systems to balance price with revenue and maximize capacity utilization?

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Question 5

Discuss the issues associated with the increasing fragmentation of mass media audiences.How are advertisers and media companies coping with the issue?

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Question 6

Discuss the benefits associated with offering a large portfolio of products.What are some of the key issues involved in managing the product portfolio?

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Question 7

Explain why distribution and supply chain management are critical to achieving a sustainable competitive advantage and true differentiation in the marketplace.How are these issues related to other elements of the marketing program in determining competitive advantage?

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Question 8

Compare and contrast the traditional use of power in a marketing channel versus today's notion of integrated and collaborative supply chains.Do the five traditional power bases still play a role in today's era of collaboration? Explain.

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Question 9

Identify and discuss reasons why firms become so infatuated with pricing.

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Question 10

In many (if not most)circumstances,cutting prices to increase sales volume is not a good idea.Explain why this is so.What are some alternatives that are preferable to cutting prices?

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Question 11

Discuss the four types of consumer products and explain how marketing strategy changes across these product types.Be sure to use examples.

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Quiz 6: The Marketing Program