The chapter opener discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and Square” pricing and promotion model. Why do you think JCP customers reacted so negatively to the promotion? Do you think JCP should have given the new strategy more time to take effect before abandoning it?
Answer to relevant QuestionsWhat is the difference between a consumer-franchise-building and non-franchise-building promotion? Find an example of a promotional offer you believe contributes to the equity of a brand and explain how it does so.Evaluate the effectiveness of coupons as a sales promotion tool. How would you respond to critics who argue that they are inefficient since less than 2 percent of coupons are redeemed?Research studies have indicated that cause marketing can actually lead to an increased intention to purchase a brand. Explain why this is the case and provide examples that you feel may pertain.Why do companies get involved in event sponsorships? Is this an effective strategy? Give examples of event sponsorships that were successful and some that were not.Cite examples where advertisers may be able to develop successful ads without the benefit of pre-testing. Why would an advertiser decide to make the decision not to pretest?
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