Unit 2 KA3.4 - Marketing Mix - Promotion

Question 1

What are the two forms of promotion that a business can engage in?

Answer 1

Into the pipeline
Out of the pipeline

Question 2

Define into the pipeline promotion

Answer 2

Manufacturers promote their products to retailers to encourage them to stock their products.

Question 3

Define out of the pipeline promotion

Answer 3

Retailers promote the product to customers to encourage them to buy the product.

Question 4

Give examples of into the pipeline promotion

Answer 4

Point of sale displays - Business giving the retailer displays in order to help promote the product in store
Sale or return - If an item has not sold, the business can return it to the retailer
Dealer loader - The manufacturer will offer the retailer extra goods if they purchase a certain quantity of an item. For example, six boxes for the price of five
Promotional gifts - Providing gifts that can be given to the customer when purchasing an item. For example, Kellogg’s used to give out free cornflakes branded bowls with the purchase of a certain number of items and I have been the proud owner of one of those bowls for 12 years and still only eat Kellogg’s cornflakes (IT WORKS!!)
Staff training

Question 5

Give examples of out of the pipeline promotion

Answer 5

Special offers- Short term pricing strategies are employed such as buy one get one free (BOGOF) or discounts
Vouchers/money-off coupons
Loyalty cards
Free samples
Free gifts
Competitions

Question 6

What is a PR department?

Answer 6

Public Relations (PR) is a promotional technique used to gain media coverage and build brand/product awareness

Question 7

What methods can the PR department use to gain media coverage

Answer 7

Sponsorship
Press conferences
Press releases
Charity donations