Assume that several years from now, after you have graduated college and begun a career, you open your mail one day and find a letter from SymphonyIRI Group requesting you to become a BehaviorScan panel member. Would you have any reservations about agreeing to do this? Assume that the letter is from ACNielsen, instead of SymphonyIRI, requesting your participation in ScanTrack. What would be your reservations, if any, in this case?
Answer to relevant QuestionsThe term promotional inducement has been suggested as an alternative to sales promotion. Explain why this term is more descriptive than the established one. In your own words, explain why EDLP(M) pricing diminishes forward buying and diverting. Can EDLP(M) be challenging to implement? How can a manufacturer’s use of trade- and consumer-oriented promotions generate enthusiasm and stimulate improved performance from the sales force? A packaged goods company plans to introduce a new bath soap that differs from competitive soaps by virtue of a distinct new fragrance. Should sampling be used to introduce the product? Compare bonus packs and price-off deals in terms of consumer impact.
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