Business Studies Course - Marketing
Course Home      Vocabulary      Reading      Functions

Promotions - Reading

Read the extract from the manual and then answer the questions opposite. For 1-4 decide which questions go in the spaces in the text. For 4-8 add the missing parts of the text.Check with "Answers" at the bottom of the page.
Note: this also tests your ability to complete complex forms.

Verity Marketing     
Marketing that gets to the point.     

Staff manual - chapter 10

Promotions

  • They raise awareness of the product, and they help to make up the minds of customers who are on the point of buying.
  • *********************
  • They can develop a long-term relationship with customers, and help to form strategic partnerships with other businesses.
  • When a product line needs a boost.
  • When reaching out to a new market segment.
  • ***********************
  • At event-driven points. For example major sporting or community events.

There are three types
a. Sponsorships encourage recognition of your product with a target audience - for example N.E. wear might sponsor a rodeo, paying for some of the expenses in exchange for banners at the site, and it may give free gear to some of the participants, or offer it as part of the prizes.
b. Value added promotions. We are currently doing a very successful 'buy the jeans, get the t-shirt' offer for N.E. wear. The t-shirts have the added benefit of being free advertising which delivers itself right into the target market.
c. *************************

A good promotion should pay for itself in increased sales, either in the short term, or in the long run. If it will not do this, you should seriously think about why you are doing the promotion at all.

***************************


(continued in part 11 ...)
Verity marketing 2002

 

1. When should promotions be used?
a.    
b.    
c.    
d.    

2. How much should a promotion cost?
a.    
b.    
c.    
d.    

3. What kinds of promotion are there?
a.    
b.    
c.    
d.    

4. So what are sales promotions for?
a.    
b.    
c.    
d.    

5. At customer critical points - before the summer holidays, at Christmas
e.    
f.    
g.    
h.    

6. Furthermore if you choose the right business partner they can help to defray much of your expenses.
e.    
f.    
g.    
h.    

7. They also can be focused on particular social groups or market segments to raise awareness of the product.
e.    
f.    
g.    
h.    

8. Discounts are useful at launch and end of line. We have a 'Saturday lottery'. Every Saturday the first hundred customers in a random city get products at half-price.
e.    
f.    
g.    
h.    

ANSWERS