Sales promotion expenditures are growing and are aimed toward which of the following group(s)?
A. Final consumers or users
B. Middlemen, or intermediaries
C. Employees
D. Mature markets
E. All of the above
Answer: (E) Sales promotion activities should be aimed at final consumers, intermediaries, employees, and mature markets in order to be effective. Final consumers (A) is true but not the best choice. Firms utilize sales promotions aimed at final consumers to increase demand, or to speed up the time of purchase. (B) is true but not the most correct choice. If the firm wants to stress price-related matters, then sales promotions aimed toward intermediaries may be effective. (C) is true but also not the best choice. Emphasis on getting new customers, introducing new products or selling an entire company line of products would be instances when sales promotions should be used for employees. Finally, (D) is true but not the most correct choice. Mature markets utilize heavy sales promotions when competition for customers and attention from middlemen is required.