Observation

 

The (a) part of the question was well attempted by most candidates. However, for part (b), most candidates could not explain the sales promotional tools. For example, candidates explained price-off as trade discount and salesman competition as competition among companies that produce substitute products.

The expected responses are

1. Reasons for Marketing Research

 

1. To provide possible solution to marketing problems.
2. To determine why consumers prefer a certain brand.
3. To get first-hand information on the needs of consumers.
4. To study how consumers respond to a new product.
5. To make sales forecasting easy.
6. To determine the appropriate price of a product.
7. To help allocate salesmen to territories.
8. To enhance the organization’s competitiveness.
9. To determine the effect of promotional activities.
10. To determine how often consumers buy a particular product.
11. To identify competing products in the market.
12. To identify business opportunities.

1. Sales Promotional Tools

 

1. Price-off – This is a form of price reduction by firms to encourage patronage from prospective buyer.                                                                                        
2. Salesmen competition – These are incentives offered to salesmen who perform better than their fellow salesmen.                                                   
3. Free gifts –These are free products given to customers for purchasing certain items.                                                                         
4. Premium offer – These are products offered either free or at a lower price as an incentive to customers to buy more of a particular product.                                                    

Samples – These are products given to customers for free to encourage them to buy the product.