The advantage of online surveys is _______. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies try to find out which customers will like their product and get the product into their hands. Sampling A. increase the market share of an established brand When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages, a marketer is using a: _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. D. car, 63. D. Trade marketing, 17. -Design primary data collection. Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. D. contests; rebates, 72. D. promotional allowances, 86. Critics argue that trade promotions generally result in higher brand equity. Star: products in high growth markets with high relative market share (minimize or divest) B. trade promotions D. to differentiate a brand through image enhancement. This can be a very costly sampling method, particularly for multiproduct companies. In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. C. $75,000 Exploratory: Focus groups and interviews are used to formulate marketing questions. Segments are homogenous groups of customers. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. Examples include country, area of country, culture, climate, and urban vs. rural. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ A. Coupons D. Loyalty programs, 58. All the following are advantages associated with the use of trade allowances EXCEPT: Four Classes of Goals A. sweepstakes; contest B. Ingredient-sponsored cooperative advertising A. 1. Vertical conflict is among partners at different levels in the channel. Maturity: Revenue peaks but profit margins erode due to high competition. B. Surveys to assess customer satisfaction with Internet as a distribution option is when one party can make another party do something by taking away benefits or inflicting punishment on the other party. ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. C. the copy and layout of the coupon 75. _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. -Communicate results (white paper, presentation, recommendations). Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. A. production and distribution costs It's important to note that positioning is always through the "lens" of the customer/consumers. 5Cs: C. premium 3. D. trade promotions; consumer promotions, 12. A. B. media advertising; sales promotions D. Support advertising, 108. B. 50. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. Which of the following is NOT an example of a point-of-purchase display? Greater expenses resulting from fragmented efforts Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October. The implementation of a pull system is an effective way for optimizing resources in a production process. A. a slotting fee. Gatekeeper: accountant who controls the budget. C. build an Eastern Canadian brand identity and image Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: Trade allowances are detracting from the image of the retailers who carry their brands. A. E. all of the above. B. B. a trade allowance. D. cross-sell, 61. 94. B. pull monies A trade layout Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: D. are always welcome by retailers since bonus packs increase their profit margins. A. The customer makes two kinds of ratings: How does our company rate on a number of attributes? D. encourage retailers to use Eastern Canadian's planograms, 24. Match the following terms with the descriptions below. A. growth stage The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. The percentage discount that the face value of checkout coupons represents Companies need to measure what matters. C. exhibitions This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products and draw (pull) consumers to the product. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. An effective premium is one that: If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. B. vertical cooperative advertising Additional managerial commitment required Which of the following is NOT a limitation of rebates? This is an example of: The VP says that the person who first kicks off the purchase process is the blank________. B. Coupons is when one party has the ability to provide good outcomes for the other party. The buying process is consistent whether the buyer is a consumer or a business. An advantage of coupons is that they: Assembly activities. B. definition of the data that a system has to track and report on. A. Price-off deals B. Positioning studies are used to understand how customers view a business in the marketplace. 13. Sales promotions do not contribute to the erosion of brand equity. 89. D. marketers are offering consumers more promotions to attract and maintain customers. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? B. A. They will typically be somewhat price sensitive. The pairs of means are used to plot the attributes in a two-dimensional space. Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. b. changing the physical environment. 4 Influencer: the IT person who knows Brand X is cheaper. D. same purchase, 60. B. bounce back B. cross-ruff 4. Rebates can encourage brand switching or repeat purchase behaviour. Premiums Geographic include country and sales force coverage. 2. Let's make more money: A company can state sales objectives in terms of currency, market share, units, change from last year or quarter, region, and investments made toward current sales - the philosophy underlying return on investment (ROI), return of marketing (ROM) or return on quality initiatives (ROQ). B. sweepstakes; contests D. Coupons can encourage non-users to try a brand. which customers might like their product, and how to get the product into their hands. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands when the consumer next goes shopping, which of the following sales promotion tools would work best for Dare? New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. A. slotting fees D. contest; rebate, 71. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. A. cost-covered C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. 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. 80. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. Niche markets are not different from segments; they are usually just smaller. A portion of the data is shown in the accompanying table. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. D. to inspire effort. C. it may be too difficult to find a way to distribute the samples 35. C. rebate The heavy emphasis on trade promotion makes it difficult to: Development of a strategic plan along with tactical plans for implementation C. refund offer 1 See answer Some push oriented activities include advertisements to partners, selective distribution, sales force incentives, price discounts, quantity discounts, financing typically directed at the intermediary, and allowances for marketing activities. This company serves multiple segments, marketing a different product to each segment. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. B. A pull marketing strategy is illustrated as follows: As illustrated above, a pull marketing strategy involves a business using marketing activities to pull consumers to its products. It is the act of designing and creating the company's image and communicating the benefits of the company's products, so it gains a distinct place in the market. D. Event marketing. A. A. D. In-store coupons for $1.00 off Miracle Whip, 33. C. Instant coupons 74. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Breaking bulk means making goods available in smaller batches. 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. C. a trade allowance Behaviors are important because they help marketers predict future purchasing. A. off-invoice allowance 2. Attribute-based Approach: To create a map based on attributes, customers complete a survey. Sampling and rebates D. magazines, 55. This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. Focus groups for concept testing \hline Cash cow: products in low growth markets but with high relative market share (milk) B. to maintain trade support for established brands. A. Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? The first question is "How does our hotel rate?" B. C. to encourage the trade to display and support established brands. Choose one answer. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? Compensation is another key issue. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? A. B. \text { Estimated direct labor hours for year } & & 250,000 \\ D. growth. Manufacturers are spending more money on media advertising. C. cereal Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). What do they stand for? Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. D. Event sampling, 46. C. Contests and sweepstakes The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. a. organizing citizens to improve their neighborhoods. Which of the following statements describes a major concern marketers have with trade allowances? B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. Integration simply means having the activity "done in house" rather than outsourced. A. There may be prose or poetry interpretation. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. ________ is an exchange between a firm and its customers. C. decline stage C. are very effective even without brand name awareness C. Bonus packs The tremendous decrease in the number of new products The two approaches are the attribute-based approach and multidimensional scaling (MDS). Positioning studies and perceptual maps are closely related to this marketing research technique. __________ strategies are incentives a manufacturer offers to its distribution partners such as dealers, wholesalers, retailers, and the like to sell products to the end-users. Price: Will customers pay what you would like to charge? The various types of samples are as follows: B. C. advertising subsidies A. _____ is generally considered the most effective method for generating trial of a new product. Which of the following sales promotion tools work best for Kellogg's? C. On-package samples can be distributed by attaching them to products not made by the distributing company. The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. D. joint trade promotions, 110. A. to create structures. Low customer involvement: Customers don't care and won't spend time thinking about brands. Which of the following statements about on-package sampling is NOT true? C. A free sport bottle with the purchase of a four-pack of Gatorade A. B. TV display A. premiums Diverting Rebates and high value checkout coupons Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. The contest or sweepstakes can create excitement and interest in a brand. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions B. Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. C. A rebate award B. The consumers then seek out the products to purchase. To obtain trial of a new brand Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. takes a different approach. Sampling C. Seasonality of purchase and length of promotion Convenience purchases: Staples (standard, frequently consumed goods such as bread or gas) and impulse purchases (candy or National Enquirer available near the check-out stand). Type of channel conflicts include: d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Examples include dance, recital, dramatic enactment. B. it may be too expensive to give away sample sizes that would be adequate to demonstrate the cream's benefits since it has to be used repeatedly Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. B. D. bonus pack, 66. 25. Door-to-door sampling They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. A. cross-ruff Revenue can be increased by changing price or through an increase in volume. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. D. Rebates and refunds, 18. a person may not be retried for the same crime. A. sweepstakes and contests The second question is "How important are these qualities to you?" C. spiffs A. contests; sweepstakes A. Contests Qualitative: interviews, focus groups, observations, ethnographies Some activities can be both push and pull strategies. Retailers are not justified in charging slotting allowances since most new products are successful. Which of the following is a reasonable objective for consumer-oriented sales promotions? Which of the following statements about sales promotion programs is true? C. Account-specific marketing Let's redefine our position: A company can redefine its position with a product by building new product sales, building product category, or building brand equity. Marketing metrics include profitability, sales, market share, average prices, levels of awareness, penetration in trial, repeat purchases, customer satisfaction, and employee satisfaction. C. Image advertising Which of the following statements about the coordination of advertising and sales promotion efforts is true? A business customer is an agent buying something on behalf of an organization. Multidimensional scaling for perpetual mapping, targeting and positioning A. cooperative advertising Consumer buying is people buying something for themselves or their household. C. The increased emphasis on long term strategy and performance by most companies B. the reinforcement is immediate. A. ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} How customers view a business on long term strategy and performance by companies. & 250,000 \\ D. growth generating trial of a point-of-purchase display push and pull to! 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examples of pull oriented activities include the following except