Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 15

Producers use trade sales promotions to encourage resellers to promote their products more effectively. Identify which method or methods of sales promotion a producer might use in the following situations, and explain why the method would be appropriate.
a. A golf ball manufacturer wants to encourage retailers to add a new type of golf ball to current product offerings.
b. A life insurance company wants to increase sales of its universal life products, which have been lagging recently (the company has little control over sales activities).
c. A light bulb manufacturer with an overproduction of light bulbs wants to encourage its grocery store chain resellers to increase their bulb inventories.