Marketing Test 4

Due by midnight at the end of Wednesday April 26th. 

Each answer should be about a paragraph long (100 words).  Do not copy your answers from the web, the text book, etc.  In other words, you MAY USE the book, the videos, your notes, and other sources, but WRITE YOUR ANSWERS IN YOUR OWN WORDS.

1.- Regarding “sales promotion,” explain the difference between the tools available for consumer promotions and the tools available for trade and business promotions.

2.- Compare and contrast advertising and public relations – that is, tell how they are similar and how they are different from each other.

3.- Explain “push” strategies and “pull” strategies.  Tell what the manufacturer is trying to accomplish through each strategy, and tell what kind of tools they use and who they target those tools to in each strategy.

4.- Early in the course, we used Patricia Kaas videos as well as a series of marketing videos related to KitKat candy bars.  Explain what I was trying to get students to understand by contrasting these two presentations.

5.- Regarding “market structure,” from Chapter 18, explain the differences among the terms “Market Leader, Market Challenger, Market Follower, and Market Nicher (Niche Marketer)”.  Give examples, but do not use the soft drink industry, which we used in class.