Question

Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays.Refer to Scenario 18.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion.

Answer 1

The first type of sales promotion is consumer-oriented, while the second type is trade-oriented.

Step-by-step explanation:

The first type of sales promotion mentioned, where Dell sends a specified amount of money to consumers who purchase one of their more expensive computers, is a consumer-oriented sales promotion. This promotion is designed to incentivize individual customers to buy Dell computers directly from the company's website or through retailers such as Best Buy.

The second type of sales promotion mentioned, where Dell agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays, is a trade-oriented sales promotion. This promotion aims to encourage resellers to actively promote and sell Dell computers.