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Difficulty: MediumSales Promotion and Public Relations

To quickly reduce stock levels before introducing a revised curriculum edition, a textbook publisher offers retail distributors a temporary 15% price discount on all bulk orders placed within a two-week period. Which auxiliary commercial strategy is the publishing company using?

  1. Sales promotionAnswer
  2. B
    Public relations
  3. C
    Informative advertising
  4. D
    Personal selling

Answer

Sales promotion is the correct technique because offering temporary bulk discounts represents a short-term financial incentive to spur immediate order placement.
Sales promotion consists of short-term tactical incentives—such as temporary price reductions, trade allowances, coupons, and premiums—designed to motivate buyers or trade intermediaries to make an immediate purchase.

Step-by-Step Solution

1
Analyze the commercial scenario
The company is offering a temporary 15% price discount to distributors for a short two-week period.
The objective is to clear out existing inventory quickly.
2
Differentiate marketing and auxiliary trade tools
Short-term monetary incentives targeting distributors to induce immediate purchasing belong to sales promotion.
Public relations builds long-term reputation, advertising creates awareness, and personal selling relies on direct interpersonal negotiation.

Key Concept

Sales promotion tools versus public relations and advertising
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Topics

Sales Promotion and Public Relations

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