COURSE NUMBER AND TITLE:   INSTRUCTOR OF RECORD:
BU 490 (002) Marketing Management   Dee Anne Larson, Ph.D.
2:30-3:45 TR Room RH 212 - CRN 1582
(Three Semester Hours Credit -45 contact hours)

OFFICE LOCATION AND HOURS:
Reneau Hall Room 201
329-7152 (Divisional Office); 329-7251 (My Office)
329-7458 (FAX); E-mail: dlarson@muw.edu; Web Site: http://www.muw.edu/~dlarson

Office Hours:                                                                      I will be in class during the following times:
Monday  10:00 - 11:00                                                      Monday  11:00 - 12:15
  1:30- 3:30                                                                        Tuesday 2:30 - 3:45; 6:00 - 8:45
Tuesday 4:00 - 6:00                                                           Wednesday 11:00 - 12:15
Wednesday 10:00 - 11:00; 1:30 - 3:30                               Thursday 2:30 - 3:45
Thursday 1:00 - 2:00 (Advising Center)
Friday  By Appointment

It advisable to find times other than just prior to one of my classes to stop by my office for a visit.  I am usually preparing for class and will not be able to give you my undivided attention.  If my office hours do not fit with your schedule, please give me a call and we will make an appointment that is beneficial for both of us.

On Thursday from 1:00 - 2:00 I will be in the Advising Center in room 102 of Reneau Hall.   Feel free to come see me at that location.

PREREQUISITES:
A grade of C or better in BU 361 (Principles of Marketing) and BU 381 (Principles of Management)

REQUIRED MATERIALS:
1) Marketing Management: Knowledge and Skills (7th edition) by J. Paul Peter and James H. Dunnelly, Jr.
2) Students will need four scantron forms for tests.
3) E-mail address and access to the World Wide Web.

COURSE DESCRIPTION:
This course is designed to give senior undergraduate students an opportunity to test their level of knowledge in the field by challenging them to solve integrated marketing cases involving development and application of marketing strategy.  This is a most valuable course, which simulates real-world problems the student will confront upon graduation.

GOALS OF THE COURSE
By the end of the semester students should be able to:
1) Understand the strategic marketing concepts, theories, and applications and to utilize these tools in making strategic           marketing decisions;
2) Analyze current events and trends in marketing; and
3) Apply theories and concepts of marketing to real-world situation.

COMPONENTS OF THE COURSE:
Mid-term Exam                                                100
Final Exam                                                       100
New Product Marketing Plan Project
 Introduction and Situational Analysis                  60
 Marketing Plan                                                  60
 Revisions of Previous Sections                           20
New Product Marketing Plan Presentation          20
Individual Case Analysis (3 @ 40 points each)   120
Quizzes                                                               20
Total possible points                                          500

GRADE DETERMINATION:
500-450 = A, 449-400 = B, 399-350 = C, 349-300 = D, 299-0 = F

Do not call me at the end of the semester asking me to give you a higher grade.  I do not change grades.  The only exception to this is if I made a mistake in calculating or recording your grade.

 EXAMS:
There will be 2 exams during the semester.  Each exam will be multiple choice, true/false, fill in the blank, short answer, and essay.  We will review the material to be covered on each exam prior to the exam date.  You will need 2 scantron forms for the exams.

 FINAL EXAM:
The final exam for this class is scheduled for December 9, 2003 from 6:00 - 8:45.  Under no circumstance will there be any final exam make-ups given.  This includes giving exams early.  Please check your final exam schedule before making any travel plans.  If an emergency arises and you are not able to take the final, you need to contact me so that we can take actions that are in accordance with our divisional policy.

FINAL PROJECT:
Your group is the marketing team for a well known company that is about to introduce a new product into the market (you pick the company and new product).  The group is in charge of developing a thorough marketing plan for the new product process. Specific details for the marketing plan are included at the end of the syllabus.

In order to help you develop time management skills, I will assign parts of the project to be due throughout the semester.  Each part will be individually graded.  The final project, including revisions in the prior segments, will be due at the end of the semester.

New Product Marketing Plan Project                                                  Points
 Introduction, Company Information and Research,                                 60
  Environmental/Situational Analysis, Industry Analysis,
  and SWOT Analysis

 Marketing Plan (Opportunity Identification, Marketing Research            60
  and Testing, Product Design, Communication Goals,
  Pricing Strategy, Distribution Strategy, Marketing Implication)

 Revisions of Previous Sections                                                              20
  I will look at the entire project to see if you made the
  appropriate corrections

 Total Project Points                                                                            140

Product Presentation
Each group will present to the class their new product idea and the accompanying marketing plan.  These presentations should be 20 minutes in length, not counting time spent answering questions.  Your presentation should not fall under 15 minutes.  You will need that much time to fully present your case.   The presentation will be worth 20 points.  I will give you information on how to give a good presentation closer to the presentation dates.  A tentative presentation evaluation form is included at the end of the syllabus.

Peer Evaluation Process:
Much of the work done in this class will be in groups.  In business, seldom do individuals work by themselves.   The realism involved in the course is enhanced by the use of teams who must work together to prepare and present a report on a tight deadline.  I believe that group work is an important part of the educational process.  Inevitably, students learn from each other in the process of performing a group analysis.  Also, I believe that learning to work with other people and developing communication and cooperation skills are some of the most important things we can encourage students to learn.

Because the cases represent a group effort, at the end of the semester you will be required to complete a peer evaluation on the performance of the members of your group.  It is expected that each group member will effectively contribute to the success of the group projects.  If one or more group members are not effectively contributing, the instructor reserves the right to lower those students’ course grades appropriately.

INDIVIDUAL CASE ANALYSIS:
During the semester, you will have to do 3 individual cases analysis write ups.    The cases will be assigned during the semester, therefore, it is important that you come to class.   I will provide you with Individual Case Guidelines and my expectations for the “write-ups” within the first two weeks of class.

QUIZZES:
There will be several quizzes throughout the semester.  Throughout the semester you will be required to read several cases that relate to the material at had.   We will discuss the cases in class.  To ensure that you come to class prepared, I will administer several quizzes relating to the cases.
 

CLASS POLICIES

Participation:
To make a good grade in the course, it is important that you read the required material prior to class.  You are expected to be prepared and actively involved in every class.  Verbalization of your thoughts and views on marketplace behaviors will lead to increased learning for all involved.

Reading assignments and practice exercises are included on the syllabus agenda.  I expect each and every one of you to have completed all of the reading and exercises prior to class.

I am working on the assumption that you are here because you want to learn.  The more you learn about business now, the better are your chances for an excellent career later.  Learning is a personal experience.  I can not make you learning anything.  I can only give you the materials that will assist your learning process.  Studies have shown the more students read and participate in class, the more they learn.  It is a self directed process.  If you choose to put forth minimal effort in the class, your rewards will be limited.  However, if you choose to put forth a lot of effort, you will receive the greatest reward of all - knowledge.  Remember, knowledge is power!

Attendance:
A student’s grade indirectly contains an attendance component.   Therefore, I strongly advise everyone to come to class well prepared and ready to participate.  If you are close to a higher grade at the end of the semester I will use your attendance record to determine if you get the higher grade or not.

In accordance with the University Attendance Policy #1501, any student that misses 50% or more of the course will receive an F for the final grade.

Please be on time for class.  It is very disruptive when students come in at various times during the class period.  If you do come in late and I have already checked roll, you will need to come up to me after class so that your name is taken off the absenteeism sheet.  If you are continually late, there may be a point at which I decide to count you as absent when you come in late, so please make every effort to be on time.

Make-up Policy:
Please make plans to take the exams and turn in the assignments at  the designated times.  If you see that you cannot make a deadline, you must contact me prior to the deadline with a legitimate excuse.  All make-ups are essay.  A missed exam or class assignment that has not been approved prior to the deadline will result in a zero grade.  I WILL NOT ACCEPT ANY EXCUSES AFTER THE FACT!
There will be cases assigned throughout the semester.  If you miss a class you are responsible for finding out what was missed.  There will be a 10% penalty per day for any assignments that are not turned in on the due date.

Academic Misconduct:
No form of cheating will be tolerated. This includes, but is not limited to, using unauthorized materials during an exam, submitting assignments that are not the student’s own, plagiarism, and looking at another person’s answers during an exam.  If you do not understand the specifics of plagiarism read Plagiarism: What it is and how to recognize and avoid it (http://www.indiana.edu/~wts/wts/plagiarism.html).  Disciplinary action will be dealt with in accordance with the procedures found in the MUW Student Handbook.

Students With Disabilities:
Any student who has a disability that may prevent him or her from fully participating in the class should contact me so that we may discuss accommodations necessary to facilitate your educational opportunities.
 

HELPFUL WORLD WIDE WEB LINKS:

www. dushkin.com/online/
At this site you will find tips on how to study more effectively, how to write term papers, time management, problem solving techniques, how to learn in class, and much more.

http://muw.edu/career/
career planning, job resources, job listings, graduate school information, internships, interview strategies, resume writing

http:// www.jobweb.com/
job news, resumes, career information

http://businessmajors.about.com/
helpful information on what to expect from careers in business including job descriptions and salary information.

http://www.collegegrad.com/
how to prepare resumes, how to do interviews, salary information, career information

http://www.wegeweb.com
salary survey data

http://www.census.gov
census statistics

http://www.inside.com/default.asp?entity=AmericanDemo
American Demographics Magazine

http://acnielsen.com
panel data, marketing research, consumer statistics

http://wdfm.com
Web Digest for Marketers

http://www.bbb.org
business guidance, dispute resolution, news and alerts, consumer guidance

http://www.management.tqn.com/msubs.htm
how to start a business, services marketing, general management, coaching, conflict resolution, and lots more

http://www.hoovers.com
company and industry information, money, career development, news
 

Recommended Books

Life’s Greatest Lessons: 20 Things That Matter by Hal Urban (2003). New York, NY.
Fish!, by Ludin, Paul & Christensen (2000). Hyperion: NY.

Mastering Self-Leadership: Empowering Yourself for Personal Excellence, 3rd ed., by Charles C. Manz and Christopher P. Neck (2004). Upper Saddle River, New Jersey.

Eliminate Blame, Complaining and Procrastination: The Question Behind the Question.  What to Really Ask Yourself: Practicing Personal Accountability in Business and Life by John G. Miller (2001). Denver, CO.

Thank God It’s Monday: A Took Kit for Aligning Your Lifevision and Your Work by Tim Hoerr (1988). Nashville, TN.
 

 Attitude

 The more I live, the more I realize the impact of attitude on life.
 Attitude is more important than facts.
 It is more important than the past,
 Than education, than money, than circumstances, than failures,
 than success, than what other people think or say or do.
 It is more important than appearance, giftedness or skill.
 It will make or break a company...family.
 The remarkable thing is we have a choice regarding the attitude
 we will embrace for the day.
 We cannot change our past.
 We cannot change the fact that people will act in a certain way.
 We cannot change the inevitable.
 The only think we can do is play on the one string we have,
 and that is our attitude.

  TENTATIVE AGENDA

January 13: Introduction to the Class/ Cover Syllabus

January 15: An Overview of Marketing
   * definition of marketing, the complexity of marketing, the marketing mix

January 20: Section II - Pages 206-217
   * Analyzing Marketing Problems and Cases
  Individual Case Guidelines
  Read Harley-Davidson.com and the Global Motorcycle Industry on pg. 406

January 22: Discuss Harley-Davidson, Inc. - Motorcycle Division Case on  pg. 644

January 27: Market Segmentation: Chapter 5
   * bases for segmentation, target marketing

January 29: Consumer Behavior: Chapter 3
    * consumer decision making, a model of consumer decision making, social influences on CB, situational influences on CB

February 3: Consumer Behavior Continued
  Individual Case Due: Kentucky Fried Chicken and the Global Fast-Food Industry on pg 722

February 5: Product Strategy: Chapter 6
   * product package, product audit, product mix, PLC, product portfolios
  Discuss Case: Starbucks on pg. 294

February 10: Product Positioning: Chapter 5
  Discuss Case: McDonald’s Corporation in the New Millennium on pg. 250

February 12: Branding: Chapter 6
   * branding and brand equity

February 17: New Product Development: Chapter 7
    * product modification, creating new products, product development, idea generation, product launch, product failure

February 19: Individual Case Due: Dr Pepper/Seven Up, Inc.: Squirt Brand - Case Handout

February 24: New Product Development Continued

February 26: Mid-Term Exam

March 2: Marketing Research and Information: Chapter 2
    * benefits of research, primary versus secondary data, qualitative versus quantitative research, electronic resources, primary marketing research
  Discuss Case: Campus Calender on pag. 255

March 4: Part 1 of the Project Due: Introduction, Company Information and Research,   60
  Environmental/Situational Analysis, Industry Analysis, and SWOT Analysis
  Marketing Research Continued

March 9: SPRING BREAK

March 11: SPRING BREAK

March 16: Integrated Marketing Communications: Advertising and Sales Promotion: Chapter 8
    * media mix, sales promotion, messages, media selection, trade sales promotions

March 18: Project Work Day

March 23: Advertising and Sales Promotion Continued
  Discuss Case:  Craft Marine Corporation - Case Handout

March 25: Individual Case Due: The Black and Decker Corporation in 2000 on page 746

March 30: Pricing Strategy: Chapter 11
   * price, demand and supply, environmental issues on pricing, governmental issues on pricing

April 1:  Pricing Strategy Continued
  Discuss Case: Cowgirl Chocolates on pg 529

April 6:  Personal Selling: Chapter 9
   * sales process, importance of personal selling, controlling the sales force

April 8:  Personal Selling Continued
  Discuss Case: Blockbuster on pg 457

April 13: Distribution Strategy: Chapter 10
    * channel distribution, relationship marketing, retailing, nonstore retailing, wholesaling, logistics

April 15: Distribution Strategy Continued
  Project Due: Marketing Plan Section of the Project Only

April 20: Discuss Case: Tupperware on pg. 454
  The Marketing of Services: Chapter 12
    * important characteristics of services, overcoming the obstacles in service marketing, the service challenge

April 22: The Marketing of Services Continued

April 27: Social and Ethical Issues in Marketing
  Discuss Case: Philip Morris Companies on pg. 598

April 29: Global Marketing: Chapter 13
   * problems entering foreign markets, global marketing research
  Complete New Product Development Project Due: Revisions

May 4:  New Product Development Project Presentations

May 6:  New Product Development Project Presentations

May 13: Final Exam - 3:00 - 6:00 Marketing Management

 New Product Development Marketing Plan
 Group Project Guidelines

Your group is the marketing team for a well known company and you are in charge of developing a new product for the company.  You will be responsible for developing a thorough marketing plan for the entire new product development process.  Below is a list of the required elements of the project.

Each group will present to the class their new product idea and the accompanying marketing plan.  These presentations should be 20 minutes in length, not counting time spent answering questions.  Your presentation should not fall under 15 minutes.  You will need that much time to fully present your case.  The students not presenting a case will be expected to ask high quality, class related questions to the presenting group.  Therefore, you should plan to take notes during each presentation.

1. Introduction
 * Explain the product concept and the reasons it is expected to be successful.  Make the new idea sound attractive to management or investors.

2. Company Identification and Research
 * Give a good description of the company you supposedly work for.
 * Include in the description important information the rest of the class needs to know in order to understand the circumstances facing the company.
 * Items that should be addressed include, but are not limited to: company history, products/services currently sold or manufactured by the company, nature of the competition, countries the products are produced/sold in, nature of the R&D process, company mission, etc.

3. Environmental/Situational Analysis
 * Do an environmental analysis similar to the one that you do with the case analysis projects.  It should include an analysis of the environmental, political, and cultural trends that will impact the company.
 * The environmental analysis can be an excellent source of new product ideas.
 * The environmental analysis can be a good source of “proof” that the new product is needed/wanted by consumers and will be a success for the company.

4. Industry Analysis
 * Describe the industry.
 * There is seldom a marketing plan in which the competitive environment does not require considerable discussion.  Analyze the competitive environment.  You should address the strengths and weaknesses of major competitors, their relative market shares, and the success of various competitive strategies.

5. SWOT Analysis
 * Do a thorough SWOT Analysis.  The SWOT analysis can also be an excellent source of new product ideas.  You will need to use your SWOT analysis to provide “proof” there is a need for your new product.  Also use the SWOT analysis (e.g., the strength part of the SWOT analysis)  to “prove” the company has the capabilities to handle the new product introduction.

6. Opportunity Identification: Target Markets and Idea Generation
 * The SWOT analysis should reveal several opportunities that the company could act upon.  Choose the most feasible opportunity and generate a new product idea.  Explain the new product idea thoroughly and describe why you feel the idea is feasible.  Remember that feasibility includes items such as capital requirements and the capability requirement that must be possessed by the firm in order to successfully develop and launch the new product.
 * Describe, in-detail, the target market you are going to try to reach (i.e., demographics, buying habits/product use, lifestyle characteristics, geography, attribute preference, user frequency, occupation, education, household income, sex, age, family size, etc.).  Why have you picked this particular market?  What is the potential size of your target market?  What is the relationship between this target market and the markets the company is currently targeting with other product offerings?

7. Marketing Research and Testing Planned
 * Explain your proposed testing strategies (i.e., concept testing, use testing, test marketing, etc.).  See Appendix A and B.

8. Product Design: Product Name, Brand, and Positioning
 *  You will need to name your product.  One first step would be to outline all of the qualities, characteristics, or descriptors that you would like to have associated with your product.  The name might also include characters, animals, or objects that maintain similar qualities, such as “honey bee.”  This outline acts to translate the product positioning into simple, everyday words and associations and will help to stimulate ideas for names and graphics.
 * See Appendix C for more ideas on name generation.

9. Communication Goals: Packaging, Advertising, Sales Promotion and Promotional Events Planned
 * Describe your proposed Communication strategy.  See Appendix D and E  for packaging tips.
 * The advertising strategy provides direction on what should be communicated in the advertising message and how it should be communicated.  It should include the following:
  1. What type of advertising will you use?
  2. What are you trying to achieve with this type of advertisement?
  3. What type of advertising media will you use and why?

 * Don’t forget to make sure this section fits well with the target market you have chosen.

10. Pricing Strategy to be Used
 * Describe your pricing strategy.  Why have you chosen this strategy?  What role does your target market plan in the pricing decision?  What role does the competition play in your decision?

11. Distribution Strategy Planned
 * Your distribution strategy should describe how you will accomplish your distribution objectives.  The following points should be considered by each business category:
 1. Where will you locate your products?
 2. What demographic, location, competition, or other criterial will you used to make these decisions?
 3. What type of retailer will carry your product and why?
 4. Penetration or market coverage/shelf space.
 5. Geography.

12. Market Implementation Strategy
 * How do you plan to implement all of the strategies that you have just described?

 Concept Testing

“Concept testing calls for testing the competing concepts with an appropriate groups of target customers.  The concepts can be presented symbolically or physically.  At this stage, a word and/or picture description suffices, although the reliability of a concept test increases, the more concrete and physical the stimulus.  Below is a list of questions you might ask during a concept test, however, any question that helps determine the feasibility of the proposed product is acceptable.

1. Are the benefits of the product clear to you and believable?
2. Do you see this product as solving a problem or filling a need for you?
3. Do other products currently meet this need and satisfy you?
4. Is the price reasonable in relation to the value?
5. Would you (definitely, probably, probably not, definitely not) buy the product?
6. Who would use this product, and when and how often will the product be used?”

Source: Kotler, Philip (1994), Marketing Management, 8th ed. Prentice Hall, Englewoods Cliffs, New Jersey. Appendix B

Test Marketing

“Test markets are the ultimate way to test a new consumer product in a situation resembling the one that would be faced in a full-scale launching of the product. The company will put on a full advertising and promotion campaign in theses markets similar to the one that would be used in national marketing.  It is a chance to do a dress rehearsal of the total plan.  A full-scale test can cost the company over $1 million, depending on the number of cities tested, the duration of the test, and the amount of data the company wants to collect.

Management will face several decisions:
1. How many test cities?
2. Which cities?
 No city is a perfect microcosm of the nation as a whole.  Some cities, however, typify aggregate national or regional characteristics better than others, such as Syracuse, Dayton, Peoria, and Des Moines.  Each company develops its own test-city selection criteria.  One company looks for test cities that have diversified industry, good media coverage, cooperative chain stores average competitive activity, and no evidence of being overtested.
3. Length of test?
 Test markets last anywhere from a few months to several years.  The longer the product’s average repurchase period, the longer the test period necessary to observe repeat-purchase rates.  Ont the other hand, the period should be cut down if competitors are rushing to the market.
4. What information?
 Management must decide on the type of information to collect in relation to its value and cost.  Ware house shipment data will show gross inventory buying but will not indicate weekly sales at retail.  Store audits will show actual retail sales and competitors’ market shares but will not reveal characteristics of the buyers of the different brands.  Consumer panels will indicate which people are buying which brands and their loyalty and switching rates.  Buyer surveys will yield in-depth information about consumer attitudes, usage, and satisfaction. Among other things that can be researched are trade attitudes, retail distributions, and the effectiveness of advertising, promotion, and point-of-sale material.
5. What action to take?
 Should you go ahead with a national launch or should the product be dropped?  Maybe you should do a regional launch instead of a national one.

Source: Kotler, Philip (1994), Marketing Management, 8th ed. Prentice Hall, Englewoods Cliffs, New Jersey.

Keep in mind that test marketing is not necessary, or recommended, for all products.  For example, companies that are introducing products that are easily copied may choose not to do a test market.

        Appendix C

 Establishing a Name and Positioning Strategy

 “Before proceeding to develop a new name and/or graphic, it is important to develop strategies for the brand.  Development of a branding strategy increases the likelihood that you will arrive at a name that is consistent with the product and its positioning, and takes into consideration all of the users of the name over the long and short term.  The branding strategy should highlight those components that will communicate the key perceptions to the key targets.
 Your strategy should flow directly from the positioning statement and the product strategies.  For example, if you are developing a new product and see long-term potential for line extensions, your branding strategy should address this so that the new name you develop accommodates it.  For instance, it is reasonable to imagine the Alpo brand of dog food products extended into cat food products, but Milk-Bone brand cat food products probably wouldn’t work. (There really is an Alpo cat food.)  Further, the name and graphic treatment should be developed on the basis of the breadth of products to which they will apply.  Betty Crocker brand applies to a wide variety of cooking and baking packaged goods.  The name is not specific to one product, and the red-spoon graphic acts as a unifying element across the product line.

Below is a list of parameters that you should keep in mind for the new name and graphic application.

Name parameters for consideration:
* Reflects positioning of product, and product attributes or benefits.
* Provides generic identification and clearly identifies with its functional category.
* Is preemptive.
* Contributes to awareness and knowledge of its purpose.
* Is simple.
* Is memorable.
* Elicits a mental image and emotion.
* Provides potential for growth under its umbrella (new entities, products, etc.).
* Possesses a positive connotation in meaning, pronunciation, and visualization.
* Reflects the personality of the product.
* Has intrinsic meaning of its own (i.e, is not an acronym or a set of letters that signifies nothing).
* Is not limited geographically or topically as the organization grows.
* Lends itself to and allows for creative development both visually and in copy.
* Works with current signage and packaging sizes.
* Is legally acceptable and protectable.”

Source: Hiebing, Roman G and Scott W. Cooper (2000), The Successful Marketing Plan, Contemporary Publishing Group; Lincolnwood, IL.

 Packaging Issues

“An important element of every product, which serves as a vehicle for the brand, is the packaging.  The package bears the responsibility of holding or maintaining your product and communicating the essence of your brand.

As you prepare to develop a plan for your product’s packaging, review your positioning, appropriate marketing strategies, and product and branding plans.  Your packaging plan should reflect your positioning and flow from the objectives and strategies for the product and brand.

Establish objective for your packaging that focus on the following issues:
* Communication of brand positioning and image to contribute to building equity in your brand.
* Generating awareness and drawing attention to the product at the point of purchase.
* Encouraging trial.
* Providing protection for and enhancement of the product by making usage easier or adding value to the purchase.
* Communicating promotional offerings.”

Source: Hiebing, Roman G and Scott W. Cooper (2000), The Successful Marketing Plan, Contemporary Publishing Group; Lincolnwood, IL.
 

Your packaging strategy suggest direction for achieving your objectives.  It should address specifics about the packaging, such as:
* physical attributes of the package - What size is the container going to be, or how many sizes will be provided?  What is the type and strength of the package material?  What color and design scheme will be utilized?  What shape should it be?  What copy elements should it contain?
 

What is your planned promotion mix?  Explain the theme of the promotion and include some examples of potential ads.  In what types of media will you place ads?  When will you place the ads?  Be specific in your discussion of your advertising strategy.  Provide useful information for selecting, budgeting, and justifying your media promotional decisions.

Determine which promotional device will best meet the promotion objective.  In addition to advertising, what other promotional strategies will you focus on?  Why?  The most common promotion strategies are:
1. Price off/ sale
2. Couponing
3. Sampling
4. On-pack/in-pack
5. Refunds
6 Premiums
7. Sweepstakes/games
8. Packaging
9. Trade allowances
10. Events (new conferences, celebrity appearances, spokesperson tour, contest/competitions, professional sporting events, other sporting events, etc.)

How should the promotions be delivered?  Three common ways to deliver the promotions are 1) the media, 2) on-,in-, or near-package and 3) salespeople.