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Sales Promotions: Exercise 1

The document discusses various sales promotion techniques including free samples, price reductions, redeemable coupons, and competitions. It explains how these promotions can be used to stimulate initial or stronger sales of new products, attract brand-switchers to try mature brands, and maintain loyalty and market share from regular customers. However, brand-switchers may only respond in the short-term unless a brand has undiscovered good qualities. Price cuts can also be used to counter competitors or reduce excess inventory. Sales promotions are generally temporary to avoid appearing cheap. They can also encourage distributors and dealers to stock more products. Industrial buyers prioritize quality over occasional price reductions unlike consumers.

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352 views2 pages

Sales Promotions: Exercise 1

The document discusses various sales promotion techniques including free samples, price reductions, redeemable coupons, and competitions. It explains how these promotions can be used to stimulate initial or stronger sales of new products, attract brand-switchers to try mature brands, and maintain loyalty and market share from regular customers. However, brand-switchers may only respond in the short-term unless a brand has undiscovered good qualities. Price cuts can also be used to counter competitors or reduce excess inventory. Sales promotions are generally temporary to avoid appearing cheap. They can also encourage distributors and dealers to stock more products. Industrial buyers prioritize quality over occasional price reductions unlike consumers.

Uploaded by

Vương Vũ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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management 3.

25 marketing

Sales Promotions

EXERCISE 1

Match the terms on the left with the definitions on the right:

1. brand-switcher a. a certificate offering consumers a price


reduction on a particular product
b. a consumer who shows no loyalty to a
2. brand image
particular brand, but changes among
competing products
3. brand loyalty c. a popular product sold with no profit, in order
to attract customers to a store
4. free sample d. a small amount of a new product given to
consumers to encourage them to try it
e. someone who purchases goods or services
5. industrial buyer that will be used in the production or supply
of other goods or services
6. initial trial f. strongly influenced by the price when buying
goods or services
g. the average length of time between a
7. loss leader consumer's repeat purchases of the same
product
8. price-conscious (adjective) h. the commitment of consumers to a particular
brand
i. the first time a consumer buys a product to
9. purchasing cycle
see what it's like
j. the public's beliefs and perceptions about a
10. redeemable coupon particular product

EXERCISE 2

Match up the following collocations:

1. to attract a. a competitor's promotion


2. to counter b. a price reduction
3. to maintain c. a new product
4. to offer d. customers
5. to stimulate e. market share
6. to try out f. sales

1 2 3 4 5 6

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management 3.25 marketing

EXERCISE 3

Insert the ten terms from Exercise 1 in the gaps in the text below. You may need the plural.

Sales promotions such as free samples, price reductions, redeemable coupons, and competitions,
are short-term tactics designed to stimulate either earlier or stronger sales of a product.
(1) . . . . . . . . . . . . . . , for example, combined with extensive advertising, may generate the
(2) of a newly launched product. Price reductions or (3) can be
used to attract (4) brand-switchers to try a mature brand, or to reward regular users
for their (5) and to maintain market share. But brand-switchers being brand-
switchers, sales promotions are only likely to produce a short-term response, unless the brand has
good qualities that non-brand users did not know about.

Apart from attracting new users, price cuts in supermarkets can be used to counter a promotion by a
competitor, or to sell excessive inventories, while the company reduces production. Retailers, rather
than manufacturers, also often regularly reduce the prices of specific items as (6) .
which bring customers into the shop where they will also buy other goods. Manufacturers' sales
promotions are generally temporary, lasting the average length of the (7) , because a
product on offer too often appears to be cheap and therefore of low quality, which can seriously
damage its (8) .

Sales promotions can also be used to encourage distributors and dealers to stock new items or larger
volumes, or to encourage off-season buying. Companies can aim promotions at their own sales force,
encouraging them to sell a new product or model, or to increase their activities in selling an existing
one.

Sales promotions can also be used in the business market, by suppliers of components and supplies, for
example. Yet (9) are generally more interested in high quality and reliable delivery;
unlike (10) , they tend not to be attracted by occasional price reductions.

EXERCISE 4

Now complete the following sentences about your own shopping habits:

I buy if the price is reduced.

I enter competitions, especially if you can win. . . . . . . . . . . . . . . . . . .. .

I remember buying after receiving a free sample.

I use coupons because .

I am loyal to various brands, including .

On the other hand, for . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. I often switch between brands.

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