5. Read the below case study and answer the following questions. (6 points) John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007 , John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure." John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said. A. In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. What kind of appeal are they making to their customers? B. John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. List four strategies they can use. 6. When is it advisable to predominantly use sales promotions in a promotion mix? ( 2 points) 7. What is vertical conflict? Illustrate your answer with an example. ( 2 points) 8. Give an example of a multichannel distribution system. (2 points) 9. What are the different types of off-price retailers? ( 3 points)