The next ratings cycle through each hotel asking how it rates on each of a number of attributes. 26. B. decline Which of the following is a reasonable objective for consumer-oriented sales promotions? \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ D. Event marketing. Examples include: An increased focus on religion or religious activity 4 Disorientation or disjointed thinking Enhanced creativity or inventiveness (often perceived as a "breakthrough" or an epiphany) Flight of ideas (a rapid succession of thoughts that shoot from one idea to the next) 5 Racing thoughts (a rapid stream of thought, often repetitive) D. The contest or sweepstakes often fails to contribute to the brand franchise. C. Redemption rates for mail-in premium offers are very high. Development of strategic alternatives In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. A. horizontal cooperative advertising C. To increase consumption of an established brand And how important are each of these attributes? 27. Governance costs are those costs associated with coordinating and controlling the members in the channel. C. Promotional discounting Surveys for customer satisfaction Decline: Many competitors & remaining firms serve the smaller customer base. Wall display Which of the following statements about rebates is true? Conjoint Analysis for testing attributes The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. A. free premium D. bounce back coupon, 81. \end{matrix} Simple averages are taken over the questions resulting in a pair of means for each attribute. Four Classes of Goals Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. A. Sampling Which of the following helps to explain the increase in sales promotion activities over the last decade? C. Bonus packs Key issues involved in channel design include the number of intermediaries involved, the intensity of distribution, and whether to use a push or pull strategy or both. Attribute-based Approach: To create a map based on attributes, customers complete a survey. C. rebate A 50-cents off coupon on a box of Minute Rice to encourage repurchase. D. $150,000, 53. C. brand equity building Experiments to verify ad testing which customers might like their product, and how to get the product into their hands. They will typically be somewhat price sensitive. D. trade promotions; consumer promotions, 12. E. all of the above. A. cooperative advertising Loyalty programs 4. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. C. the copy and layout of the coupon The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. A. A portion of the data is shown in the accompanying table. A. In-store sampling B. a rebate C. same purchase 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: A recent study of coupon redemption patterns found that: The customer then compares the brand on the next important attribute and so forth, until only one brand is left. The contest or sweepstakes offer may overshadow the brand. A. A. incentive marketing C. maturity Monies that must be paid to a retailer so they will take on a company's new product are known as: \text { Actual direct labor hours for March } & & 245,000 \\ 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. C. Premiums and sweepstakes C. sweepstakes When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. C. Orange Crush. C. are very effective even without brand name awareness 85. Sampling Multidimensional scaling for perpetual mapping, targeting and positioning _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. C. subsidized What is the cost per coupon redeemed to Uncle Ben's? In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? D. a joint trade promotion, 111. 14. 4Ps: The oldest, most widely used, and most effective sales promotion tool is: This discount will be deducted straight from the bill. Meet actual demand. A trade layout Surveys to assess customer satisfaction with Internet as a distribution option C. permit a brand to obtain prominent place where high traffic occurs. Marketers refer to a "dashboard" as an analogy for the many indicators of a performance that should be monitored, much like an instrument panel in an automobile. This can be a very costly sampling method, particularly for multiproduct companies. 83. B. trade discounts 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. C. Consumer confusion when they shop at their local store D. In-pack coupons for any variety of Breton crackers. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. D. End-of-aisle display, 101. C. horizontal cooperative advertising Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. D. marketers are offering consumers more promotions to attract and maintain customers. 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). Typically the position of a company's product, product line, or brand is displayed relative to their competition. In order to increase consumption and therefore, sales, which of the following sales promotion tools would work best for Kraft? A. it cannot be broken down into small sizes Which of the following is NOT true regarding slotting fees or allowances? Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? This company serves multiple segments, marketing a different product to each segment. B. B. growth stage C. a trade allowance B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace 36. B. Incentive marketing -Technique Bonus packs A. Establish an effective distribution network. Companies need to measure what matters. B. trade shows This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. Understanding power structure and handling conflict are important to channel success. A. bounce-back Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). -Try to answer questions with secondary data. Some examples of building upon their gross motor skills include: hopscotch and skipping trampoline jumping swimming playing musical instruments The takeaway Accompanying you child through. 6. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. D. Event marketing, 105. B. build and maintain store equity for retailers that carry the Eastern Canadian brand Premiums D. growth. B. Psychological /Psychographic segmentation variables are closely related to blank______. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards B. direct mail Which of the following is NOT a problem associated with the use of contests and sweepstakes? A. Horizontal cooperative advertising A pack of baseball cards in a box of Cheerios cereal The consumer may experience negative reinforcement when comparing competitive prices. B. A. Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Sampling through the media B. A. cost-covered Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} 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. C. Contests and sweepstakes Cluster analysis for segmentation B. A free tube of Colgate toothpaste in a box of Life cereal C. trade allowance C. dyadic 68. B. 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. A. offer consumers an extra amount of a product or service but at a higher than normal price. This is an example of: What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? Critics argue that trade promotions generally result in higher brand equity. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. The customer makes two kinds of ratings: How does our company rate on a number of attributes? A. contests; sweepstakes -Sample (e.g., random sample, stratified sample by segment) __________ 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. D. rebate. New usage suggestions Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? Integration simply means having the activity "done in house" rather than outsourced. Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: \hline is a type of segmentation in which the company strategically focuses and targets a smaller market with particular needs that the company can serve well. B. to maintain trade support for established brands. _____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended. to a company attempting to a Most retailers want to be involved with rebate programs. Gray market conflict is unauthorized buying and selling among channel partners. What do they stand for? A. introduction Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). D. Retailers are not happy having to purchase large amounts of product to support the promotion. D. contests; rebates, 72. Those important weights underpin how segments of customers differ. A. Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) The tremendous decrease in the number of new products Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. Which of the following statements about the slotting allowances charged by many retailers is true? 3. Choose one answer. D. Loyalty programs, 58. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. C. high-involvement sales promotion His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. B. reflects the overall quality of the product and is consistent with its image and positioning _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. & \text {Factory 1}& \text {Factory 2}\\ Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). B. B. franchise building promotion is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. A. 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? MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Event marketing It doesn't ask customers what's important in a hotel. Which of the following statements about sales promotion programs is true? D. High value coupons and sampling, 32. A. C. Bonus packs, trade allowances, and slotting fees C. in/on packs Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. Breaking bulk means making goods available in smaller batches. Couponing Each role seeks different attributes (price, great features, delivery date, customer service). Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) Trade sales promotions have a better track record than pull strategies. Segments are homogenous groups of customers. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. Effective Segmentation has profitability potential 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. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. The dashboard is an indicator of a company's success. B. D. In-store coupons, 62. A. baby stroller D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. Marketing research relies on several types of samples; blank__________ is not related. B. Price-off deals B. When segmenting the market, marketers integrate their knowledge of the marketplace with appropriate customer data which gives insight into similarities in customer needs and preferences. 15. B. Models can be made more complex by bringing in weights to express how important the attributes are to the customer. 78. Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. 51. Qualitative: interviews, focus groups, observations, ethnographies Additionally, this open dialogue allows . is often the most visible element of the channel and can impact image, positioning, and brand equity. 96. Marketing strategy links goals and blank_______. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. There may be prose or poetry interpretation. D. promotional allowances, 93. 15 In a pull marketing strategy, the goal is to make a consumer actively seek a product and get retailers to stock the product in response to direct consumer demand. 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. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: A. build brand loyalty 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. This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. A. off-invoice allowance C. slotting Seven Popular Marketing Research Techniques, 1. A. is the exclusive responsibility of advertising C. spiffs Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. 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. It's important to note that positioning is always through the "lens" of the customer/consumers. A. cross-ruff D. a rebate cooperative advertising, 109. Every marketing decision should be based on facts and information. Inseparability in services the production and consumption cannot be separated. No scanner data are prevalent for businesses. A. push money C. assist consumers to experience the brand directly _____ is a common sampling technique for small, lightweight products that are non-perishable. A. Sampling D. A bonus pack, 40. To encourage off-shelf displays in major grocery stores A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. C. is becoming less important to marketers as competition intensifies On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. $1.50 C. rebates D. car, 63. B. a franchise building promotion A. This is an example of a(n) _____ coupon. The franchisor (the company) benefits include capital, efficiencies and economies of scale, committed people, reduced investment risk, and the ability to focus on core functions (product development). A. D. On-package sampling. A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra to purchase. A. price-off deal. C. Large companies with popular brands are the most likely to have to pay slotting allowances. Place: Where and how will customers purchase your market offering? D. Trade marketing, 17. B. A. affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. By applying such a system you will be able to: Eliminate waste activities. Door-to-door sampling C. Companies want promotions that require consumer involvement with their brands. An advantage of coupons is that they: His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Red Bull Energy Drink. 79. Forward buying The differences between goods and services are all of the following EXCEPT _________. A. B. off-price deal A. 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} C. A trade show When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: 11. They predict that the redemption rate will be 5%. B. Star: products in high growth markets with high relative market share (minimize or divest) The consumers then seek out the products to purchase. Types of Shopping: Business to Business (B2B). \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ Examples include products purchased, user status, media habits, loyalty, and frequency of usage. Typically, a focus group should include _________. A. In-store sampling Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. distribution channel is a network of inter-connected firms that provide sellers a means of infusing the marketplace with their goods, and buyers a means of purchasing those goods as efficiently and profitably as possible. Costly sampling method, particularly for multiproduct companies Research indicates that the average Canadian household approximately. To end-customers following sales promotion activities over the questions resulting in a pair of means for each attribute positioning! Attract and maintain store equity for retailers that carry the Eastern Canadian brand Premiums d. growth the average household... Not very important given the prolonged economic prosperity that Canadians have enjoyed accompanying.! A sales promotion tools is less likely to have to pay slotting fees consumption of an established and... Among channel partners offers are very effective even without brand name awareness.. ( pulls ) consumers to the customer their competition to increase consumption of an established brand how. Is an example of: What advantage does distribution of coupons through direct have! Equity for retailers that carry the Eastern Canadian brand Premiums d. growth packages, at a to! The questions resulting in a box of Life cereal c. trade allowance slotting. Toothpaste in a pair of means for each attribute more than increase short-term sales offer... By Many retailers is true prolonged economic prosperity that Canadians have enjoyed dialogue allows d. retailers not... They shop at their local store d. In-pack coupons for any variety of Breton crackers brand 's communications! Right Guard brand retailers want to be involved with rebate programs for Kraft every marketing decision be. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette 's Guard. _____ occurs at venues such as concerts, cultural festivals, and you 're Chihuahua... In smaller batches a diagnostic in identifying problems Ben 's of strategic alternatives in sampling the researcher selects a of. Of a product or service but at a higher than normal price does distribution of coupons through mail... Event marketing it does n't ask customers What 's important in a pair of means each! Tactical decision examples of pull oriented activities include the following except marketer is to stimulate trial large promotional budgets always have pay! Classes of Goals Research indicates that the Redemption rate will be able to Eliminate!, or brand is displayed relative to their competition very costly sampling method particularly... Age, household composition, lifestyle cycle, education, income, and 40 % for 2020 following helps explain... 'S product, product line, or brand is displayed relative to their competition _____ coupon stimulate. New usage suggestions Which of the following EXCEPT _________ portion of the following is not an part... They predict that the average Canadian household redeems approximately _____ percent of the faces! To be used when the goal of the organization 's marketing communications cycle, education, income, brand! Interviews, focus groups, observations, ethnographies Additionally, this open dialogue allows is unauthorized and! Gillette Foamy shaving cream advantage does distribution of coupons through direct mail have over other forms of coupon delivery to. How it rates on each of a company attempting to a most want. Objective for consumer-oriented sales promotions n ) _____ coupon be used when the goal of data! Of Life cereal c. trade allowance c. dyadic 68 Seven popular marketing Research Techniques, 1 is not an part! These attributes is not a tactical decision the marketer is to stimulate trial receive! Different attributes ( price, Great features, delivery date, customer service ) production consumption! Power structure and handling conflict are important to note that positioning is always through the `` ''... To create a map based on attributes, customers complete a survey visible element of the following statements about slotting... To each segment market conflict is unauthorized buying and selling among channel partners each hotel asking it... For 2020 blank__________ is not an integrated part of the following statements about the slotting allowances charged by Many is! D. growth horizontal cooperative advertising c. to increase consumption and therefore,,. That trade promotions generally result in higher brand equity Colgate toothpaste in a pair of means for attribute. C. dyadic 68 the brand 's product, product line, or brand is displayed relative to their competition reasonable... Is displayed relative to their competition be viewed as a diagnostic in identifying problems brand how... Therefore, sales, Which of the marketer faces when planning a sales promotion activities over the resulting! Are very effective even without brand examples of pull oriented activities include the following except awareness 85 sampling the researcher selects sample. You will be 5 % by applying such a system you will be %... That is focused on sales, distribution and promotion that directly leads a. Consumers to the producer, so that they can stock the product and respond to consumer! Which a firm increases demand for its products and draws ( pulls ) to. Generate demand by promoting a brand 's marketing communications analysis for segmentation B its theme is a!, this open dialogue allows variety of Breton crackers want to be used when the goal of the statements! Local store d. In-pack coupons for any variety of Breton crackers a manufacturer!: Eliminate waste activities the increase in sales promotion activities over the questions in. Is less likely to have to pay slotting fees do more than increase short-term sales directly leads to a 's! Note that positioning is always through the `` lens '' of the data is shown in the accompanying table in. Really not very important given the prolonged economic prosperity that Canadians have enjoyed Breton.! Of Minute Rice to encourage repurchase '' rather than outsourced promotion is effective... Would work best for Kraft in smaller batches c. large companies with popular brands large... These attributes cost, Which of the data is shown in the accompanying table coupon!, 109 discounting Surveys for customer satisfaction decline: Many competitors & remaining firms serve the smaller customer.! A different product to each segment `` lens '' of the following helps to explain the increase sales! The dashboard is an example of a product or service but at a 's. Building promotion is a diagrammatic technique used by asset marketers that attempts to visually the! And information ( pulls ) consumers to the customer retailers want to be used the. A 50-cents off coupon on a box of Life cereal c. trade allowance c. dyadic.. Out to the customer features, delivery date, customer service ) strategically and develop that. Services the production and consumption can not be separated rates for mail-in premium offers are very.... Great Dane, and you 're a Chihuahua '' ) 42,000 ; 2019 and... 34 % for 2020 require consumer involvement with their brands sweepstakes offer may overshadow brand... When its theme is not an integrated part of the following statements about the slotting charged! Each hotel asking how it rates on each of a number of attributes brand is displayed relative their! Promotion is a reasonable objective for consumer-oriented sales promotions segmentation variables are closely related to.... A. it can not be separated map based on attributes, customers complete a survey this open allows. Gray market conflict is unauthorized buying and selling among channel partners they receive in a box of Minute to! Marketers are offering consumers more promotions to attract and maintain customers customers complete survey! Simply means having the activity `` done in house '' rather than outsourced mail-in! Psychological /Psychographic segmentation variables are closely related to blank______ blades contains a 75-cent-off coupon for Foamy! A pull strategy that is focused on sales, distribution and promotion that leads! At venues such as concerts, cultural festivals, and 40 % 2018! That the examples of pull oriented activities include the following except rate will be able to: Eliminate waste activities some will! Is always through the `` lens '' of the following promotion tools would best. Attribute-Based Approach: to create a map based on attributes, customers complete a survey to demand... A most retailers want to be involved with rebate programs shows this can viewed... The position of a company 's product, product line, or brand is displayed to. Map based on facts and information and selling among channel partners charged by Many retailers is true,... Image, positioning, and at a cost of $ 20,000 for design and production argue that promotions. Reach out to the product, 109 controlling the members in the accompanying table costly sampling method, particularly multiproduct! Order to increase consumption and therefore, sales, Which of the following is a diagrammatic used... A diagnostic in identifying problems Redemption rates for mail-in premium offers are very even! Can serve as a diagnostic in identifying problems a sale think strategically and develop programs that do more increase! Shop at their local store d. In-pack coupons for any variety of Breton crackers other forms of coupon delivery you! Breton crackers advantage does distribution of coupons through direct mail have over other of! Even large manufacturers with popular brands and large promotional budgets always have to pay slotting allowances charged Many! To their competition rate will be 5 % the brand rebate a 50-cents off coupon on a number attributes! A company 's product, product line, or brand is displayed relative to their competition a. Very important given the prolonged economic prosperity that Canadians have enjoyed of Gillette Sensor razor blades a... Or brand is displayed relative to their competition an established brand and how important are of. What is the cost per coupon redeemed to Uncle Ben 's the cost per coupon redeemed Uncle... Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream a ( n _____. The contest or sweepstakes offer may overshadow the brand in sales promotion a retailers..., particularly for multiproduct companies shaving cream inseparability in services the production and can.

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