Describe any five of the consumer-market sales promotion ...

[beccaep]

Describe any five of the consumer-market sales promotion techniques.

Question 2

Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a priority seating plan in which fans would be given access to advance tickets based on the following schedule:
   Lanemaster Club - 10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
   Strike Club - 1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100seats total)
   Kingpin Club - participants in local recreation bowling leagues - guaranteed bleacher seats for 10.00 to any match (100 seats total)
   Alleycat Club - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for 1.00 to any match (100 seats total) In marketing materials created to target fans, the slogan Two hours of wholesome fun for all ages is used to attract ticket-buyers. This philosophy is an example of segmentation.
 a. niche
  b. demographic
  c. geodemographic
  d. benefit

[bob]

Answer to Question 1

A number of sales promotion techniques are commonly used to target consumer markets:
Coupons - the oldest and most widely used form of promotion, entitle the buyer to a designated price reduction. They allow discounts to some while still selling the product at full-price to others, may induce brand switching, can stimulate repeat purchases, may lead to the purchase of more expensive brands within a line, and are controlled
by the manufacturer.
Price-off deals - offer discounts at the Point-of-Purchase through specially marked packages. The reduction is taken from the manufacturer's profits rather than the retailer's, is controlled by the manufacturer, compares the product favorably to that of competitors, is appreciated by consumers who want a straightforward deal, and often leads to multiple purchases as buyers stock up while a brand is on sale.
Premiums - are items that are offered free, or at a reduced price, along with the purchase of a product or service. Free premiums are sometimes attached to or included within the packaging, mailed to the consumer who sends a proof-of- purchase, or simply given away. Self-liquidating premiums are items available to interested consumers at a reduced cost, usually by mailing in a form and proof-of- purchase. They work well with loyal consumers.
Advertising specialties - are small but useful items with the brand name or slogan prominently displayed. They always involve a message and are given away for free, with no obligation to make a purchase.
Contests and sweepstakes - Contests allow consumers to compete for prizes based
on skill or ability. Sweepstakes require no particular skills but only luck, as winners are drawn at random via entry forms or scratch-off cards.

Answer to Question 2

d