Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.
-(Scenario 15-4)General Mills inserts a sheet of coupons in the Sunday newspapers in major markets.This is a form of ___________ sales promotion.

Question

Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. 
-(Scenario 15-4)General Mills inserts a sheet of coupons in the Sunday newspapers in major markets.This is a form of ___________ sales promotion.

Quizplus · Accepted Answer

Inserting a sheet of coupons in the Sunday newspapers is a form of consumer-market sales promotion because it targets the end consumer directly to stimulate demand for General Mills' brands of cereal. The coupons are intended to entice consumers to purchase General Mills' brands over competitors' brands. Business-market sales promotion would target businesses or distributors rather than end consumers, while trade-market sales promotion would target retailers rather than end consumers. Bill-back is a form of trade-market sales promotion where the manufacturer offers a discount or reimbursement to the retailer for their promotional efforts.

Scenario 15-4 General Mills, a Breakfast Cereal Brand, Faces Strong Competition in Competition