Chapter Questions
What are the purposes of using sales promotion and why does it consume such a large share of promotional expenditure?
Write a brief note explaining how shaping works.
Identify the major differences between the behavioural and the cognitive explanations of how sales promotions work.
Write brief notes outlining some of the issues associated with loyalty programmes and customer retention initiatives.
How would you advise a newly appointed assistant brand manager on the expected outcomes of a sales promotion programme? (Choose any sector/industry of your choice.)
List the main sales promotion methods used by manufacturers and targeted at consumers.
Name five core activities associated with field marketing and explain their essential features.
To what extent should sales promotion, and field marketing be managed as an integrated unit?
Find three brand experience events and make notes of the main points of similarity.
Explain the term 'random acts of kindness' and suggest ways in which Orange might use this approach.