Question

Buy Easy is an electronics retailer that sells branded electronic goods. To increase sales, one laptop manufacturer enters an agreement to bear costs of advertising its products prominently at Buy Easy checkout counters. The marketing mix element that is being used to create Buy Easy's retail strategy is:

A.promotion.
B.process.
C.place.
D.people.
E.price.

Answer 1

The marketing mix element being utilized in the collaboration between Buy Easy and the laptop manufacturer for advertising at the checkout counters is promotion.

Step-by-step explanation:

The marketing mix element that is being used by Buy Easy, an electronics retailer, in its collaboration with a laptop manufacturer who agrees to bear the costs of advertising at Buy Easy's checkout counters is promotion. This strategy is part of a broader marketing approach that aims to enhance visibility and encourage more sales of the manufacturer's branded electronic goods.

Typically, promotion in the marketing mix encompasses advertising, sales promotion, public relations, and direct marketing. The collaboration between Buy Easy and the laptop manufacturer to advertise their products at the point of purchase is a direct form of promotion used to influence the customer's buying decision at a crucial moment—the checkout process.