MKTG455 Exam 3: Marketing Communications and Strategy Exam (2025)

MKTG455 Exam 3: Marketing Communications and
Strategy Exam
(2025)

MKTG455 EXAM SOLUTIONS

StrengthscandcWeaknessescofcSalescpromotionc-
cCORRECTcANSWER-Strengths:
-cGoodcandcclosecrelationscbetweencmanufacturercandcconsumer
-cImpulsecbuying
-cAttentionctocnewcproducts
-cRegainingcmarketcsharecfromccompetitorsc
Weakness:
-cRetailerscmightcseecthemcascachassle
=cAftercsalescend,cconsumerscwhocswitchedcfromccompetitorscforc
thecsale,cmaycgocbackctocpreviouscbrand

Salescpromotionsc-cCORRECTcANSWER--
callcpromotionalcactivitiescthatcstimulatecshort-
termcbehaviorcresponsescfromcconsumers,ctrade,candccompany'sc
salecforce.
-
cIncentivizesctargetscbeyondcthecbenefit/valuecofcthecproductscalo
ne

Objectivecofcsalescpromotionc-cCORRECTcANSWER-
temporarycliftcincsales

Functionalcrewardcofcsalescpromotionc-cCORRECTcANSWER--
ctangible
-cReducedcsearchcandcdecisionccost
-
cAllowccustomersctocaffordcacbettercqualitycproductcbecausecpricec
iscreduced

, Hedonisticcrewardcofcsalescpromotionc-cCORRECTcANSWER--
cemotional
-cFeelclikecancinformedcshopper
-cStimulationcofcvariety
-cprovidingcentertainment

1octhingscsalescpromotionsccancaccomplishc-
cCORRECTcANSWER-1.cStimulatecthecsalescforce
2.cInvigoratecstatecofcstalecorcmaturecproducts
3.cMoreconcandcoffcshelfcspace
4.cCancencouragecrepeatcpurchasesc(cancbecacpositivecorcnegativ
e)
5.cIntroducecnewcproducts
6.cObtainctrialcpurchase
7.cPreventccompetitioncfromcloadingc
8.cAllowscusctocloadccustomers
9.cReinforcescadvertisingc
10.cNeutralizeccompetitor'scadscandcpromotions

Whatcsalescpromotionsccannotcaccomplishc-
cCORRECTcANSWER--
ccan'tccompensatecforcbadcattitudecorcundertrainedcworkcforce
-
cWontcstopcdecliningcsalescthatcarecbasedconcanothercissuec(akac
productcdeficiencycorcdefectiveness)
-cdoesn'tcprovideclongtermcengagement

ProscandcConscofcrebatesctocmanufacturerscandcconsumersc-
cCORRECTcANSWER-Manufacturer'sc-
cmakescthemclookclikecthey'recdoingcsomethingcgoodctocthecconsu
mer