Assume you are the marketing manager of a company that manufacturers a line of paper products (tissues, napkins, etc.). Your current market share is 7 percent, and you are considering offering retailers an attractive bill-back allowance for giving your brand special display spaces. Comment on this promotion’s chances for success.
Answer to relevant QuestionsIn your own words, explain the practices and problems of forward buying and diverting. Also, describe the advantages and disadvantages of bill-and-hold programs. Describe the factors that have accounted for sales promotion’s rapid growth. Do you expect a continual increase in the use of sales promotion throughout the following decade? Generalization 8 asserted that promotions in one product category affect sales of brands in complementary and competitive categories. Tostitos tortilla chips were used as an example of this generalization. Provide examples ...Rather than offering discounts in the form of coupons, why don’t brand managers simply reduce the prices of their brands? Compare sweepstakes, contests, and games in terms of how they function and their relative effectiveness.
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