Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. The contest or sweepstakes offer may overshadow the brand. ________ is an exchange between a firm and its customers. B. B. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? \hline B. A. introduction stage A. Which of the following is a reasonable objective for consumer-oriented sales promotions? 4. 80. D. an off-invoice allowance. B. bounce-back This company focuses on a single segment and has multiple offerings for the segment. What is the cost per coupon redeemed to Uncle Ben's? The advent of optical scanners and computers gave manufacturers access to sales information. A. D. rebate. Many attempts at one-to-one marketing have been cost ineffective. B. A. horizontal cooperative Horizontal conflict is among partners at the same level. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. C. push money. A. price-off deal. C. Promotional discounting D) Ensure that the audit firm is independent. 52. d. All of the above b C. Account-specific marketing The first question is "How does our hotel rate?" Special pricing of 2 packages for $5 instead of the $2.89 regular price D. promotional allowances, 93. Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. A. cross-ruff His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. B. price-off deal A. The customer then compares the brand on the next important attribute and so forth, until only one brand is left. D. encourage retailers to use Eastern Canadian's planograms, 24. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. B. vertical cooperative B. a trade allowance. Exploratory: Focus groups and interviews are used to formulate marketing questions. The Product Life Cycle consists of the following four distinct stages: Introduction: An organization attempts to establish itself as a pioneer/market leader (especially if there are few competitors), & product development costs are high. 26. C. frequent patronage programs D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. The most popular method for distributing coupons is: D. $150,000, 53. They pay retailer handling and processing costs of 10 per coupon redeemed. Examples include dance, recital, dramatic enactment. Which of the following is NOT a limitation of rebates? \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ -Modality of administration (e.g., Web survey, mail, personal interview) A. pull money is about defining how you'll "differentiate" your offering and create value for your market. Surveys to assess customer satisfaction with Internet as a distribution option Bonus packs: Segmentation is breaking the heterogeneous market into small, homogeneous markets. It's about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace - being known for a certain "something.". C. Coupons distributed through freestanding inserts in newspapers Two important issues in clustering are the ability to determine to what group to assign an observation (individual) and determining how many groups there should be. Premiums are not subject to restrictions from industry and government agencies. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. 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. Examples include strivers who are trendy and fashionable, achievers who are more family and work directed, potential customers for cosmetic surgery, levels of expertise, and aspirations. C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. 76. D. 55%, 102. All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. The various types of samples are as follows: 51. And how important are each of these attributes? B. A. a slotting fee. Multidimensional scaling for perpetual mapping, targeting and positioning A. slotting fees A. \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ B. franchise building promotion This is an example of: 6. A. horizontal cooperative advertising C. Indirect advertising Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? Usually three to four focus groups are conducted. Secondary vs. Primary: 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 package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Niche markets are not different from segments; they are usually just smaller. A. slotting allowances D. To enhance advertising and marketing efforts, 31. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. D. event marketing, 82. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. 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. B. Development of objectives (e.g., target a specific market segment, increase market share) or identification of strategic issue (e.g., increased competition, decrease in sales) A. offer consumers an extra amount of a product or service but at a higher than normal price. D. Discount trading, 99. a. organizing citizens to improve their neighborhoods. C. Bonus packs, trade allowances, and slotting fees This process is known as blank_______. B. direct mail Dare makes Breton snack crackers, which compete with many other brands in the category. A. push money. A market segment is a group of customers who share similar inclinations towards a brand. User: every staff member who sends a job to that printer. 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. D. new product fees. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. Four Classes of Goals b. 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. Accountability marketing Moderate customer involvement: Some effort is expended prior to purchase to obtain good value. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards Volume can be increased by an increase in market share or an increase in market size. Which of the following is NOT true regarding slotting fees or allowances? c. vigilantism. 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: D. event sponsorship, 47. -Collect data B. 1. A. C. Horizontal cooperative advertising C. Self-liquidating sampling The advantage of online surveys is _______. B. trade discounts D. In-pack coupons for any variety of Breton crackers, 34. C. instant Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. C. brand equity B. is accomplished through short-term price-oriented promotions Consumer buying is people buying something for themselves or their household. Consumer-oriented sales promotions are part of a promotional ______ strategy. D. Bonus packs. D. Most users of direct mail coupons are non-users, 56. Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. B. D. to inspire effort. B. cross-ruff Cluster analysis for segmentation There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising Sampling and rebates A. Coupons offer price reductions to consumers who are price sensitive. C. vertical cooperative advertising Effective Segmentation fits with corporate goals 5. D. Dyadic communication, 106. The value of the free in-pack premium C. Orange Crush. D. In-or on-package sampling, 43. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? Those important weights underpin how segments of customers differ. Positioning: Communicate your benefits clearly to your intended customers. -Sample (e.g., random sample, stratified sample by segment) A. Smirnoff Vodka. This is an example of: This discount will be deducted straight from the bill. C. an off-invoice allowance. 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. 45. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. C. A free sport bottle with the purchase of a four-pack of Gatorade Sampling Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). is when one party has the ability to provide good outcomes for the other party. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. 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. is when one party gets cooperation because it has information the other party seeks. A. consumer franchise-building promotion If a brand is strong on one attribute and average on another, it will still dominate a brand that was just average on all its attributes. 5. D. joint trade promotions, 110. Match the following terms with the descriptions below. 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. D. transference charging, 98. B. Incentive marketing C. 24% B. the reinforcement is immediate. \text { Actual direct labor hours for March } & & 245,000 \\ B. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. Which of the following is NOT a sampling distribution method? A. In-store sampling C. refund offer 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). This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. Dog: products in low growth markets and with low relative market share (optimize or hold) Distribution deals with realigning the discrepancies between quantities and selections. A. Loyalty programs A. D. On-package sampling. B. a rebate It outlines what a business should do to market its product or service to its customers. C. Bonus packs 78. Segments are homogenous groups of customers. D. Trade marketing, 17. 11. 35. B. 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 Examples of leadership activities that support conceptual. There are many variations to conjoint analysis (choice-based, traditional, adaptive, pair-wise trade-off, full profile), all conjoint studies are run to understand how consumers make trade-offs among attributes uncovering what combinations of attributes customers value most. C. Large companies with popular brands are the most likely to have to pay slotting allowances. 1 See answer C. 40 Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ The heavy emphasis on trade promotion makes it difficult to: C. contest 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. The dashboard is an indicator of a company's success. \end{array} B. a franchise building promotion B. definition of the data that a system has to track and report on. Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. ______ 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. B. Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? 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. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. A. B. off-price deal B. trade promotions C. a spiff A. A. encourage consumers to buy on the basis of price C. To increase consumption of an established brand 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. What do they stand for? Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). D. account-specific marketing, 19. 7. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. B. growth stage Sampling A. For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. B. pull monies C. Everyday low pricing D. promotional traps. D. car, 63. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: A customer compares brands by the most important attributes or dimensions. C. are very effective even without brand name awareness A. consumers tend to be loyal to their favourite brands. Scanner data for pricing and coupon experiments and brand switching The increase of brand loyalty in many product categories Gatekeeper: accountant who controls the budget. Establish an effective distribution network. This can be a very costly sampling method, particularly for multiproduct companies. BMAL-590 Week 1 Section 4 Marketing Research, BMAL-590 Week 1 Section 5 Marketing Strategy, Foundations of Global Dimensions of Business, BMAL-590 Week 2 Business Ethics/The Importanc, Estimatedfactoryoverheadcostforfiscal, Fundamentals of Financial Management, Concise Edition, Daniel F Viele, David H Marshall, Wayne W McManus. 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). D. Event marketing, 105. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: B. ingredient-sponsored cooperative advertising C. build an Eastern Canadian brand identity and image To encourage off-shelf displays in major grocery stores Door-to-door sampling Integration simply means having the activity "done in house" rather than outsourced. D. to differentiate a brand through image enhancement. is when one party cooperates with another because the former seeks affiliation with the latter. C. maturity Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). A. contests; sweepstakes C. decline stage C. Location sampling is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Bonus packs B. sweepstakes; contests A. Secondary data to understand context Place: Where and how will customers purchase your market offering? The buying process is consistent whether the buyer is a consumer or a business. They predict that the redemption rate will be 5%. C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. Low customer involvement: Customers don't care and won't spend time thinking about brands. A. B. Ingredient-sponsored cooperative advertising 14. 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. C. bonus pack. 67. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. What do customers really want if they can't have all the features and a low price? C. Instant coupons C. spiffs A. A recent study of coupon redemption patterns found that: Prevention costs. C. $1.00 91. affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. Monies that must be paid to a retailer so they will take on a company's new product are known as: B. Self-liquidating premiums Typically the position of a company's product, product line, or brand is displayed relative to their competition. D. most consumers do not use coupons. D. a joint trade promotion, 111. D. consumers may think it is of poor quality since samples are being given away, 42. Event marketing The selling price of the companys product is $50 per unit. 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. A portion of the data is shown in the accompanying table. With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. B. Contests It doesn't ask customers what's important in a hotel. Marketing information should be gathered constantly, STP: Marketing research gathers those facts through design, collection, interpretation, and reporting of facts. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. 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: Interviews to study company's employees Positioning studies are used to understand how customers view a business in the marketplace. Which of the following is NOT a downside to running a promotion in a specific geographic region? Some activities can be both push and pull strategies. Sampling and rebates D. bonus pack, 65. 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. C. sweepstakes; event sponsorship 1. 15 to a company attempting to a C. cereal D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. -Design primary data collection. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. B. slotting fee Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 Premiums \hline \text { Estimated factory overhead cost for fiscal } & & \\ B. Price-off deals A. This company elects to market a single product to two or more segments. B. premium. D. trade promotions, 28. B. $1.10 -Analyze data Wall display _____ 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. B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace $1.50 B. reflects the overall quality of the product and is consistent with its image and positioning People-oriented leaders often focus on delivering honest and up-front messaging to their employees, allowing for an open dialogue about concerns, questions and ideas. B. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ Geographic distinctions between customers have also been used to segment markets. The two approaches are the attribute-based approach and multidimensional scaling (MDS). _____ is a common sampling technique for small, lightweight products that are non-perishable. Decline: Many competitors & remaining firms serve the smaller customer base. 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 use of premiums is very popular in fast food restaurants such as McDonald's. b. changing the physical environment. is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. C. it may be too difficult to find a way to distribute the samples C. brand equity building Rebates can encourage brand switching or repeat purchase behaviour. B. Critics argue that trade promotions generally result in higher brand equity. This is an example of: 13. A. Coupons 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. B. maturity stage Network methods to identify opinion leaders in buzz marketing. 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} Which of the following statements about the coordination of advertising and sales promotion efforts is true? A. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. Every marketing decision should be based on facts and information. B. Exploratory, Descriptive, Causal Demographics are customer attributes that are easy to identify and commonly used. The VP says that the person who first kicks off the purchase process is the blank________. Effective Segmentation allows access to customers The consumers then seek out the products to purchase. Which of the following statements does NOT describe an aspect or characteristic of sales promotion? D. A price reduction of $5 on a pair of Lee jeans. A. Which of the following statements about on-package sampling is NOT true? The retailer was engaged in: C. sweepstakes; premiums developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. C. Mall poster
examples of pull oriented activities include the following except