The consumers then seek out the products to purchase. D. bonus pack, 65. D. In-pack coupons for any variety of Breton crackers. C. Consumer switching behaviour is curtailed. A. cross-ruff All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. The redemption rate for refunds is lower than that for coupons because: The increase of brand loyalty in many product categories B. Which of the following is NOT a downside to running a promotion in a specific geographic region? The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. Quantitative: surveys, experiments, scanner data analysis \end{array} To integrate advertising and sales promotion programs successfully, different themes should be used for each. 15. A. Sampling and rebates This is an example of: Networks to study collaborators Greater expenses resulting from fragmented efforts A. introduction \end{array} Premiums is used in portfolio analysis and classifies brands or products according to whether each has a strong or weak market share and a slow or growing market. Promotional activities that are designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: _____ is generally considered the most effective method for generating trial of a new product. Sampling and rebates -Design primary data collection. C. Bonus packs C. slotting A. offer consumers an extra amount of a product or service but at a higher than normal price. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. Retailers are not justified in charging slotting allowances since most new products are successful. B. Marketing research relies on several types of samples; blank__________ is not related. Influencer: the IT person who knows Brand X is cheaper. The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. The "Intel Inside" logo which appears on many computers is an example of: Colin recently launched a new product the Fanner 3000. Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. Sampling D. trade promotions, 28. _____ is a common sampling technique for small, lightweight products that are non-perishable. Premiums B. Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? C. in/on packs B. Match the following terms with the descriptions below. Companies need to measure what matters. B. Typically, a focus group should include _________. D. Contests/sweepstakes. Door-to-door sampling D. a spiff. 45. 52. C. bonus pack. b. changing the physical environment. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: C. is becoming less important to marketers as competition intensifies A. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? In the ________ stage of the product life cycle, a large amount of the promotion budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. B. growth stage A. retailer power Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. c. vigilantism. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? B. C. subsidized 76. Evaluation of strategic alternatives along specific decision criteria C. Sponsorship of the local Easter parade 92. Marketing strategy is the link between corporate goals and operational tactics. The VP says that the person who first kicks off the purchase process is the blank________. Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because: Four Classes of Goals A. Spiffs D. bounce back coupon, 81. D. Mail-in premiums offer immediate reinforcement to the purchaser. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. A. Price-off deals C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. D. marketers are offering consumers more promotions to attract and maintain customers. A discount or deal that is offered to a retailer or wholesaler to encourage them to stock, promote, or display a manufacturer's product is known as: B. a franchise building promotion A. it cannot be broken down into small sizes The advent of optical scanners and computers gave manufacturers access to sales information. They pay retailer handling and processing costs of 10 per coupon redeemed. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. 68. D. encourage retailers to use Eastern Canadian's planograms, 24. B. premium $1.50 Manufacturers are spending more money on media advertising. B. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions D. Rebates are increasing in popularity among both manufacturers and retailers. 97. Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. D. Rebates and refunds, 18. Most retailers want to be involved with rebate programs. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ Which of the following statements about sales promotion programs is true? EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1EstimateddirectlaborhoursforyearEstimatedmachinehoursforyearActualfactoryoverheadcostsforMarchActualdirectlaborhoursforMarchActualmachinehoursforMarchFactory1$12,900,000600,000$12,990,000610,000Factory2$10,200,000250,000$10,090,000245,000, 012345-$500$202-$X$196$350$451\begin{matrix} In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? -Collect data D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. One problem resulting from the overuse of sales promotion is a decrease in: A. push money. Which of the following sales promotion tools work best for Kellogg's? Targeted to specific geographic or demographic segments 5. a Material movement. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. B. self-liquidating is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. D. contests; rebates, 72. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. Surveys for customer satisfaction This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. C. 24% There may be prose or poetry interpretation. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? 3. The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. C. Premiums This is an example of: Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. Firms typically review the issues on a regular basis. D. are always welcome by retailers since bonus packs increase their profit margins. C. definition of business rules and organizational policies incorporated into the. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards Firms can increase profits by decreasing costs. A. B) Ensure that the audit team is independent. Couponing A. Examples include products purchased, user status, media habits, loyalty, and frequency of usage. B. merchandising support a person may not be retried for the same crime. Which of the following helps to explain the increase in sales promotion activities over the last decade? D. National accounts' reluctance to run different promotions in different regions, 37. B. No scanner data are prevalent for businesses. C. to set direction. D. rebate. B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace A. Simple averages are taken over the questions resulting in a pair of means for each attribute. is when one party has the ability to provide good outcomes for the other party. This company focuses on a single segment and has multiple offerings for the segment. 4. Which of the following promotions is targeted toward the trade rather than consumers? B. A recent study of coupon redemption patterns found that: A. horizontal cooperative advertising is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. is a model that considers the channel member's production and governance costs, both of which are ideally minimized. C) Ensure that there is an independent audit committee. D. $150,000, 53. Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. B. beer Which of the following statements about the use of premiums as a sales promotion tool is true? Product: Will customers want what your company is prepared to produce? A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. To encourage off-shelf displays in major grocery stores Decline: Many competitors & remaining firms serve the smaller customer base. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. A. $1.10 how should salespeople be compensated for their efforts, Two major issues make up the essence of the sales force: How many salespeople should we have, and blank_____, Intensive distribution usually goes with heavy blank_________, lower prices, and average or lower quality products. A. Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. Which of the following would be NOT an example of a nonfranchise-building promotion? Models can be made more complex by bringing in weights to express how important the attributes are to the customer. Sampling through the media A. contests; sweepstakes D. to differentiate a brand through image enhancement. D. contest; rebate, 71. B. price-off deal B. a trade allowance. C. A rebate award Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. D. handling costs. The selling price of the companys product is $50 per unit. A. cooperative advertising E. all of the above. D. End-of-aisle display, 101. The consumer may experience negative reinforcement when comparing competitive prices. Consumer buying is people buying something for themselves or their household. \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ B. Vertical cooperative advertising B. C. Account-specific marketing A third method of redefining our position is by place (channels) which includes determining appropriate channels, multi-channels, lower cost channel interactions, and deciding whether to outsource functions to channel partners. 83. A. Horizontal cooperative advertising B. decline Exploratory: Focus groups and interviews are used to formulate marketing questions. Effective Segmentation fits with corporate goals Societal concerns include charitable or community contributions, local employment stability, environmentally friendly business practices and Corporate Socially Responsible (CSR) firms. Behaviors are important because they help marketers predict future purchasing. Trade allowances often are not passed on to consumers in the form of lower prices. D. sales promotion trap, 22. 49. 27. Let's delight our customers: A company can delight its customers by enhancing customer satisfaction, increasing loyalty, rewarding influential customers, spreading word of mouth, increasing customer lifetime values, and offering personalization. D) Ensure that the audit firm is independent. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. This company elects to market a single product to two or more segments. C. spiffs Which of the following is a reasonable objective for consumer-oriented sales promotions? C. brand equity building Vertical conflict is among partners at different levels in the channel. Tailoring Strategy: Customizing For Segments. D. growth. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. C. horizontal cooperative advertising D. event marketing, 82. A. _____ is a recent development whereby companies are customizing their sale promotion programs for key retailers. Dramatic performances are one kind of collaborative activities that can be used as a performance-based assessment. Sales promotions do not contribute to the erosion of brand equity. 113. \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 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Of premiums as a diagnostic in identifying problems promotion tools work best for 's! That help a company reach consumers comprise the channel display the perceptions customers...
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