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?
Answer to relevant QuestionsWhy, in your opinion, is the Internet a good medium for offering sales promotions to consumers? How has social media helped to provide sales promotions to consumers? Generalization 5 in the chapter claimed that higher-market-share brands are less deal elastic. Construct a realistic example to illustrate your understanding of this empirical generalization. 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? What is the purpose of the Federal Trade Commission’s price-off regulations based on the Fair Packaging and Labeling Act? Is ambushing unethical or just smart, hard-nosed marketing?
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