Mktg 4650 - Module 9 Discussion Questions

MKTG 4650: MODULE 9 DISCUSSION QUESTIONS

SALES PROMOTIONS

Important Note: Please leave the Questions in Blue and make your Answers in Black.

1. Review the concept of CFB versus non-CFB Promotions (p. 528-530). Describe one effective / innovative / creative example of how you (or someone you know) have been influenced by a CFB promotion. Be specific in your answer (i.e., name the company/brand and specific offer that was made, why you think it was innovative / creative, and how it specifically built the brand rather than simply generated an immediate increase in sales). One promotion I remember seeing that was a very long time ago was one with Bentley. Bentley allowed you to build your own car and offered you different options to help customize your Bentley specifically how you wanted to. Granted I was very young and couldn’t afford a Bentley, but that promotion made the Bentley one of my dream cars growing up and to this day. Since then that promotion has become a part of many car brands online shopping experience, but when Bentley first came out with it was very innovative. It boosted their brand of luxury by featuring all of the luxurious styles when you were creating your personalized car, and the fact that they had an innovative promotion like that kind of strengthens that a Bentley is an innovative car.

2. Sampling is a popular and growing Consumer-Oriented Sales Promotions tool (pp. 533 - 536). Describe an effective and/or innovative / unexpected / creative example of sampling that has influenced you or someone you know. Be specific in your answer (i.e., name the company/brand and specific offer that was made and why you think it was innovative / creative). One sample I saw was with Crest I believe it was where if you bought one of their new toothbrushes it would also come with a small tube of toothpaste. I think this sample was more unexpected than creative because at least for me I had never seen something like that before. Most people are also very set on the type of toothpaste they use as well depending on their current situation with their teeth, so it was interesting that they would try to break someone’s habit of buying a specific type of toothpaste.

3. Premiums are a popular and growing Consumer-Oriented Sales Promotions tool (pp. 542 - 544). Describe an effective