Principles of Marketing

(C. Jardin) #1

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12.3 Discussion Questions and Activities


DISCUSSION QUESTIONS



  1. Explain three different types of public relations tools that a company can use to generate interest in its
    products.

  2. As the manufacturer of small appliances, explain how you might plan to use both a push strategy and pull
    strategy.

  3. What type of sales promotions do you feel are most effective for college students?


ACTIVITIES



  1. Create a sales promotion you think will attract a lot of students to your favorite fast-food restaurant.

  2. Write a press release about special activities your college or university is doing to help the environment or
    community.


Chapter 13


Professional Selling


The clock in Ted Schulte’s home office was striking 11:00 p.m. His children had gone to bed hours
ago. Yet Schulte, an account representative who sells pacemakers for Guidant, was on the phone
talking to one of his clients, a cardiologist. The cardiologist was performing surgery at 7:00 a.m. the
next day. His patient had a number of health problems that caused the doctor to question which
pacemaker would best suit her needs. The cardiologist’s questions had to be answered immediately
so the right materials and tools would be available for the procedure. The best expert on the matter
was not another physician in this case—it was Schulte.

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