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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Promotion - Introduction to Integrated Marketing Communications

Web Research Questions


1		Pull marketing is a big business and many people are willing to pay to learn how to do it well. This Web site provides information on pull marketing. Pertinent Information is using pull marketing on its Web site to promote its books on the subject. Describe some of the pull marketing strategies suggested here.



2		A&P Canada is using a number of consumer promotions to increase sales in its food stores. See what examples you can find on A&P's Web site.



3		Many consumers have become wary of some of the practices used in direct marketing. The Canadian Marketing Association represents the major companies who use direct response promotion. On its Web site see what the industry is doing to improve its image and regulate itself. What is your opinion about some direct marketing practices and how the industry is addressing them here?



4		See Marketing Demo 15-1 on page 463.

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