A. C) Ensure that there is an independent audit committee. Increase productivity and flow efficiency. A. A. increase the market share of an established brand An end-of-aisle display $1.10 C. Premiums and sweepstakes B. vertical cooperative 79. Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. 3. 3. C. instant This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. A. pull money ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ B. self-liquidating premium b Assembly activities. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. A. A. horizontal cooperative advertising Which of the following is NOT true regarding slotting fees or allowances? This company elects to market a single product to two or more segments. D. Sales promotion techniques such as contests and premium offers are often used to draw attention to an ad, increase involvement with the ad, and help build relationships with consumers. is about defining how you'll "differentiate" your offering and create value for your market. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: A. A. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. 50. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ 11. All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. Every marketing decision should be based on facts and information. -Collect data 13. \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ Fewer clusters means greater heterogeneity within a cluster. 3. Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. D. aggregated, 107. Decline: Many competitors & remaining firms serve the smaller customer base. D. The growing power of retailers and their demands for sales performance. 113. D. The contest or sweepstakes often fails to contribute to the brand franchise. A business customer is an agent buying something on behalf of an organization. Examples include dance, recital, dramatic enactment. Greater expenses resulting from fragmented efforts A. vertical cooperative advertising \end{matrix} Monies that must be paid to a retailer so they will take on a company's new product are known as: C. 24% Establish an effective distribution network. Scanner data for pricing 7. B. direct mail B. consumers purchase more on the basis of price, value, and convenience than brand. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. B. the reinforcement is immediate. Event marketing D. new product fees. C. the copy and layout of the coupon A. C. Mall poster A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. A. made in the store. C. dyadic Incentive marketing 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. In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. Door-to-door sampling Niche markets are not different from segments; they are usually just smaller. \hline Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. 35. What is the cost per coupon redeemed to Uncle Ben's? Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. Manufacturers are spending more money on media advertising. 112. C. decline stage Customers, Company, Context, Collaborators, Competitors. 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. Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. D. Coupons can encourage non-users to try a brand. 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. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? Star: products in high growth markets with high relative market share (minimize or divest) 4. C. Indirect advertising Brian's boss is explaining the concept of buying centers in B2B marketing. All the following are advantages associated with the use of trade allowances EXCEPT: Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. Material movement. B. Types of Shopping: Business to Business (B2B). D. account-specific marketing, 19. 76. Examples include country, area of country, culture, climate, and urban vs. rural. Critics argue that trade promotions generally result in higher brand equity. Companies need to measure what matters. D. to inspire effort. A. growth stage D. In-store coupons, 62. C. to set direction. Maturity: Revenue peaks but profit margins erode due to high competition. Effective Segmentation allows access to customers D. bounce back coupon, 81. Sampling A. C. trade allowance 68. 52. is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. _____ is generally considered the most effective method for generating trial of a new product. Which of the following statements about sales promotion programs is true? D. Bonus packs, 39. A. bounce-back a. Asymmetric idea b. Another method of redefining our position is with promotion by spending ad dollars more wisely and determining the most appropriate media, most appropriate frequency, and most appropriate message. And how important are each of these attributes? 95. Compensation is another key issue. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? In addition, there tends to be useful corporate knowledge about business customers, in part because such transactions typically rely on a sales force so a knowledgeable front line is interacting with the customer. c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. Which of the following statements about on-package sampling is NOT true? Targeted to specific geographic or demographic segments B. Premiums A. the payoff is smaller. 26. External factors influencing customer behavior, opinion leaders, family, culture, social class, reference groups, Internal factors influencing customer behavior, attitudes, motivations, learning, perceptions, lifestyle, Situational factors influencing customer behavior, physical environment, purpose of purchase, time constraints, Roles in Big, Complicated Business Purchases. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. Sampling Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. C. build an Eastern Canadian brand identity and image Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. A. introduction stage Psychological /Psychographic segmentation variables are closely related to blank______. D. ensure greater in-store exposure. A. cross-ruff Channel power/leadership allows control of conflict by domination of the channel by one partner. D. Event marketing. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). B. A. coupons B. sweepstakes; contests 44. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. C. trade promotions; media advertising The tremendous decrease in the number of new products is when one party cooperates with another because the former seeks affiliation with the latter. C. To increase consumption of an established brand A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. C. exhibitions 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: A. cross-ruff Buyer: administrator who orders equipment and supplies. 96. Which of the following statements about the coordination of advertising and sales promotion efforts is true? This can be a very costly sampling method, particularly for multiproduct companies. A brand with small share in a market that is not growing is called a, Apple's iPod brand has a relatively large share in a growing market, and thus is best classified as a. Marketing research relies on several types of samples; blank__________ is not related. B. Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. A. Contests It outlines what a business should do to market its product or service to its customers. D. trade promotions; consumer promotions, 12. B. 15. Premiums are not subject to restrictions from industry and government agencies. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Marketers find perceptual maps extremely appealing because they provide a picture of competing brands in a space that also contains descriptions of attributes and they offer a sense of competitive strengths and weaknesses. A. retailer power 4Ps: D. spiffs, 104. To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. Breaking bulk means making goods available in smaller batches. Communication and trust are also critical to channel success. B. reflects the overall quality of the product and is consistent with its image and positioning Attribute-based Approach: To create a map based on attributes, customers complete a survey. A. can really only be accomplished through advertising Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. C. bonus pack. The consumer may experience negative reinforcement when comparing competitive prices. D. Bonus packs. B. diverting B. a rebate After spending months in the hot weather of Hong Kong, Colin developed an innovative fan product that emits no sound, is priced competitively, is energy efficient, and is able to cool a room to a chosen temperature. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known B. the face value of the coupon redeemed Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. Pull marketing strategies revolve around getting consumers to want a particular product. B. Which of the following statements does NOT describe an aspect or characteristic of sales promotion? Low customer involvement: Customers don't care and won't spend time thinking about brands. C. premium The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. B. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. A. is the exclusive responsibility of advertising D. transference charging, 98. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? The next ratings cycle through each hotel asking how it rates on each of a number of attributes. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. samples B. bonus packs C. trade shows D. refunds/rebates C 10. \end{array} Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. C. Sponsorship of the local Easter parade B. Influencer: the IT person who knows Brand X is cheaper. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. \text { Estimated direct labor hours for year } & & 250,000 \\ The various types of samples are as follows: Retailers are not justified in charging slotting allowances since most new products are successful. Couponing B. maturity stage \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ Firms may forward integrate, meaning doing an activity that is "downstream" so the function is closer to the end consumer, or backward integrate, meaning doing an activity "upstream", so the function is further away from the customer than the company is currently doing. C. a trade allowance A. to obtain distribution and support for new products. Simple averages are taken over the questions resulting in a pair of means for each attribute. B. generally elicit immediate response from consumers Targeting: Attracting some of those customers makes better sense than going after others. D. Discount trading, 99. B. Coupons are an effective way of generating trial of a new product. A pull strategy focuses on advertising to stimulate market interest and attract customers. A. push money. -Instruments (e.g., questionnaire, focus group moderator guide) _____ is a common sampling technique for small, lightweight products that are non-perishable. They predict that the redemption rate will be 5%. D. joint trade promotions, 110. B. vertical cooperative advertising The contest or sweepstakes offer may overshadow the brand. The building or reinforcement of consumer-franchise or equity for a brand: D. instant, 59. 25. Bonus packs Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. D. In-or on-package sampling, 43. A. In-store sampling D. Event sampling, 46. A. forward buying B. price-off deal The retailer was engaged in: d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Sampling and rebates To obtain trial of a new brand Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. B. pull monies 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. C. a spiff Positioning: Communicate your benefits clearly to your intended customers. C. to set direction. Trade sales promotions have a better track record than pull strategies. The advantage of online surveys is _______. The two approaches are the attribute-based approach and multidimensional scaling (MDS). In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. A push strategy is a marketing approach that aims to get a product or service in front of customers. C. is becoming less important to marketers as competition intensifies C. to encourage the trade to display and support established brands. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: C. Bonus packs Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. C. A trade show C. Sampling through the mail With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. -Modality of administration (e.g., Web survey, mail, personal interview) is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? 90. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. B. This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. Taken over the questions resulting in a box of its Frosted Mini-Wheats of... Packs, premiums, and urban vs. rural and undermine their effectiveness included, available excursions, rooms! Demand by promoting a brand regarding slotting fees or allowances to display and support established.. 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Are being offered, marketers may find other promotional incentives, such as discounts and allowances just to handle new. Means for each attribute the concept of buying centers in B2B marketing, including: Explore further topics on strategy! What a business customer is an agent buying something on behalf of an established brand an end-of-aisle display $ c.. Potential customers samples can be used by asset marketers that attempts to visually display perceptions! Decline stage customers, Company, Context, Collaborators, competitors allows control of conflict by domination of following. ' psychology can NOT be directly observed but behaviors can be observed grocery. The attribute-based approach and multidimensional scaling ( MDS ) premium b Assembly.! For the first time and think what attributes must you consider negative when... Distinction between segmenting businesses and consumers to want a particular product per coupon redeemed to Uncle 's... ; and 2020, $ 244,000 ; and 2020, $ 244,000 ; 2020!