What do they stand for? The oldest, most widely used, and most effective sales promotion tool is: 51. D. event sponsorships, 30. C. horizontal cooperative advertising Dog: products in low growth markets and with low relative market share (optimize or hold) Sampling To integrate advertising and sales promotion programs successfully, different themes should be used for each. An advantage of coupons is that they: 15. D. Slotting allowances are illegal and banned by the federal government. Which of the following is NOT a downside to running a promotion in a specific geographic region? Trade allowances are detracting from the image of the retailers who carry their brands. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. B. definition of the data that a system has to track and report on. B. The advent of optical scanners and computers gave manufacturers access to sales information. C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. Door-to-door sampling There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising d. All of the above b -Try to answer questions with secondary data. C. Instant coupons C. it may be too difficult to find a way to distribute the samples Gatekeeper: accountant who controls the budget. Premiums Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. This is an example of a: Which of the following statements about sales promotion programs is true? Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. D. In-pack coupons for any variety of Breton crackers, 34. Sampling through the mail A. And how important are each of these attributes? New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. D. Event sampling, 46. Examples include country, area of country, culture, climate, and urban vs. rural. Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) A. Vertical cooperative advertising Which of the following statements about sales promotion programs is true? With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. is when one party has the ability to provide good outcomes for the other party. This form of performance-based assessment can take time, so there . The customer makes two kinds of ratings: How does our company rate on a number of attributes? Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 A. offer consumers an extra amount of a product or service but at a higher than normal price. C. 24% _____ is generally considered the most effective method for generating trial of a new product. Niches fall between the one-to-one and segment strategies. D. trade promotions, 28. C. Sweepstakes 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. D. Bauer Hockey Skates. D. In-or on-package sampling, 43. $7,500 What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? 3. Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: Models can be made more complex by bringing in weights to express how important the attributes are to the customer. D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. C. Orange Crush. 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: A. D. In-pack coupons for any variety of Breton crackers. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: Which of the following is NOT true regarding slotting fees or allowances? D. To enhance advertising and marketing efforts, 31. Some activities can be both push and pull strategies. The building or reinforcement of consumer-franchise or equity for a brand: D. are always welcome by retailers since bonus packs increase their profit margins. 2. 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. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. \end{array} The customer then compares the brand on the next important attribute and so forth, until only one brand is left. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. A pull strategy focuses on advertising to stimulate market interest and attract customers. A. distracts consumers from the firm's main reason for existing No scanner data are prevalent for businesses. 15 D. Mail-in refunds and rebates, 57. Which one of the following is NOT a stage in the Product Life Cycle? Channel power/leadership allows control of conflict by domination of the channel by one partner. E. Planning eliminates the need for effective leadership. C. push money. Incentive marketing The "Intel Inside" logo which appears on many computers is an example of: B. B. vertical cooperative A. \text { Estimated direct labor hours for year } & & 250,000 \\ D. The contest or sweepstakes often fails to contribute to the brand franchise. C. more effort is required. D. Discount trading, 99. Which of the following helps to explain the increase in sales promotion activities over the last decade? A. cross-ruff Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. Which of the following statements about rebates is true? Red Bull Energy Drink. developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. A pack of baseball cards in a box of Cheerios cereal 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. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). D. transference charging, 98. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. Dare makes Breton snack crackers, which compete with many other brands in the category. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. B. Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? -Sample (e.g., random sample, stratified sample by segment) 2. Choose one answer. Sales promotion programs are targeted only at consumers. C. Image advertising $1.50 Communication and trust are also critical to channel success. A. joint sales promotions A. vertical cooperative advertising Buyer: administrator who orders equipment and supplies. D. spiffs, 104. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. A. B. direct mail which customers might like their product, and how to get the product into their hands. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? C. To increase consumption of an established brand The consumer may experience negative reinforcement when comparing competitive prices. 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. B. Brian's boss is explaining the concept of buying centers in B2B marketing. 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: The increase of brand loyalty in many product categories b. changing the physical environment. Recipe books showing alternative uses for Miracle Whip B. B. the face value of the coupon redeemed A. the payoff is smaller. b. reciprocity. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. The tremendous decrease in the number of new products 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. B. In a pull marketing strategy, a firm markets its product directly to consumers. B. sampling Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. 44. 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