Question 1
The promotion product is shoes. Frequency programs emerge as the most effective consumer promotion. Promoting shoes requires a short duration. Most organizations will focus on boosting sales and encourage repeat purchase behavior. Therefore, frequency programs emerge as the most effective consumer promotion because the marketer will develop brand loyalty and enhance brand equity. For example, the marketers promoting the new Adidas shoes will use loyalty programs to increase the consumption among the current consumers and build repeat purchases because when they buy a pair of shoes, they stand the chance of winning rewards. The majority of shoe companies have loyalty programs with a membership that is growing. Most customers tend to redeem their loyalties when they are buying new shoes. Therefore, frequency programs are critical in encouraging the consumer promotion of shoes.
Question 2
Tom Cruise used Ray-Ban shade in the film Risky Business showcased Ray-Ban Original sunglasses. The product placement was effective because the dark shade captured the character’s confident but rebellious nature of success. The placement made the Ray-Ban Original sunglasses appear stylish and gain popularity. The product gained increased brand awareness that even after four years after the film Risky Business premiered, the company recorded an annual sale of over one million pairs of sunglasses. Therefore, product placement affected the sale of Ray-Ban Original.
Question 3
Public relations play a significant role in developing a formidable connection between consumers and the brand. The goal of public relations is to increase the positive brand image. However, this form of promotion ranks between the most persuasive and the least persuasive form of advertisement because marketers have control of the process. For this reason, marketers control the publicity strategies to ensure that the marketing communication speaks for the brand benefit of the company. Therefore, marketers would achieve public relations by monitoring members of the public, offering information that reinforces the company’s goal, promoting sponsorship and other marketing efforts that build the company’s image, and react to the emerging news that may impact the effect brand of the brand the company. For all these reasons, public relations appear on the hierarchy of the least persuasive form of promotion because of its inverse relationship with the consumer’s perception.
Question 4
The salesperson must establish trust in prospecting for the leads. The selling process begins with prospecting for a potential market. Therefore, the salesperson must ensure that he monitors and targets customers that need the products and influence their ability to purchase the products. Thus, the salesperson should develop a list of potential and actual customers. Although this can be a challenging task, it allows the salesperson to use referrals and bypass the gatekeepers.
Question 5
I once encountered a salesperson that was not keen on convincing me to purchase a product b. His goal was to appear like he is doing a job. He did not show any passion for sales. I found him clueless about the products he was selling. I once asked him about the latest Rado Watches brand, and he did not provide any ready and correct answers. Also, he did not listen to me or my questions. Instead, he loved talking so much. I would encourage them to train in collaboration, public relations, and pitching. As a result, he will understand that sales and marketing is a communicative process that requires pitching and maintaining a conversation.
Question 6
Need satisfaction approach would be effective in selling major appliances in a retail store. The basic principle of the need satisfaction approach allows marketers to present home appliances to promise to solve and satisfying customers’ needs. The salesperson would engage the consumers by demonstrating how the features of the appliance and how they will meet the customer’s needs.
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