In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. A. slotting allowances \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ 8. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. A. This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. C. decline stage Manufacturers are spending more money on media advertising. For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. What are the 4 P's? a. organizing citizens to improve their neighborhoods. \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ B. Ingredient-sponsored cooperative advertising 15 B. vertical cooperative advertising A. The pairs of means are used to plot the attributes in a two-dimensional space. 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. A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. B. B. the reinforcement is immediate. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. The VP says that the person who first kicks off the purchase process is the blank________. Psychological /Psychographic segmentation variables are closely related to blank______. 36. Consumer sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. One-to-one marketing is more expensive to implement but customer needs are better met. A. C. integrated dyadic communications -Modality of administration (e.g., Web survey, mail, personal interview) The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: & \text {Factory 1}& \text {Factory 2}\\ A. incentive marketing -Communicate results (white paper, presentation, recommendations). _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. B. beer B. In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. 3. Which of the following statements about sales promotion programs is true? B. premium. In positioning, the marketing department creates an image for the product based on its intended audience. D. Manufacturers are introducing more private-label brands. They predict that the redemption rate will be 5%. Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. B. Diverting A. a slotting fee. \end{array} D. car, 63. Establish an effective distribution network. Examples include dance, recital, dramatic enactment. A. bonus pack Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 Match the following terms with the descriptions below. 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} B. Which of the following statements describes a major concern marketers have with trade allowances? The selling price of the companys product is $50 per unit. B. A. This is an example of a(n) _____ coupon. The use of premiums is very popular in fast food restaurants such as McDonald's. What do they stand for? \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ 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. A. In-store sampling Event marketing D. On-package sampling. A. A. slotting fees D. cross-sell, 61. Effective Segmentation has profitability potential _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. D. Rebates are increasing in popularity among both manufacturers and retailers. D. Bonus packs. B. B. 67. -Technique D. early decline stage, Geerlilik trleri (lme aralarnda bulunma, Chapter 19: Consumer Sales Promotion - Sampli, Fundamentals of Financial Management, Concise Edition, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. B. C. build an Eastern Canadian brand identity and image A. D. account-specific marketing, 19. 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. The two approaches are the attribute-based approach and multidimensional scaling (MDS). Consumers do not want to be bothered saving cash register receipts and proofs of purchase. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. A. push money Maturity: Revenue peaks but profit margins erode due to high competition. Targeting: Attracting some of those customers makes better sense than going after others. C. A free sport bottle with the purchase of a four-pack of Gatorade Firms can also increase profits by increasing revenue. D. Event marketing, 105. D. End-of-aisle display, 101. A. free premium 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. Consumer-oriented sales promotions are part of a promotional ______ strategy. B. C. A trade show The first ratings are the similarities judgments for all four pairs of hotels. The first question is "How does our hotel rate?" Material movement. Bonus packs: Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? A. is the exclusive responsibility of advertising The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. C. brand equity building A. pull money B. decline A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. D. Rebates and refunds, 18. D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. Scanner data for pricing and coupon experiments and brand switching 88. Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. One such video is the Tide Pod Challenge, which was popularized by. Conjoint for new products Effective Segmentation utilizes appropriate data 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. Which of the following is NOT a problem associated with the use of contests and sweepstakes? D. There is no general number associated with coupon redemption. 4Ps: Lower cost 11. D. most consumers do not use coupons. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). is often the most visible element of the channel and can impact image, positioning, and brand equity. B. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? 92. C. same purchase B. Cash cow: products in low growth markets but with high relative market share (milk) C. Promotional discounting 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} Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. A. Smirnoff Vodka. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. 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. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. 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. B. self-liquidating Four explanatory variables are used: (1) STR is the student-to-teacher ratio in %\%%, (2) TSAL is the average teacher's salary in $1,000s,(3)NC\$ 1,000 \mathrm{~s},(3) \mathbb{N C}$1,000s,(3)NC is the median household income in $1,000\$ 1,000$1,000 s, and (4) SGL is the percentage of single-parent households. 45. C. Companies want promotions that require consumer involvement with their brands. B. 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. Nonusers of rebates are likely to perceive the redemption process as too complicated. The retailer was engaged in: D. are always welcome by retailers since bonus packs increase their profit margins. 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. Establish an effective distribution network. D. Trade marketing, 17. d. All of the above b B. to maintain trade support for established brands. B. cross-ruff When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. B. push monies Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. There may be prose or poetry interpretation. Specialty purchases: A new car, fashion shows, an expensive laptop computer. B. It's important for a company to oversee multiple measures to manage the company optimally. 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. Marketing research relies on several types of samples; blank__________ is not related. Simple averages are taken over the questions resulting in a pair of means for each attribute. 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? What do customers really want if they can't have all the features and a low price? Secondary data already exists (e.g., in the library, online); they're quick and cheap to obtain. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. Geographic distinctions between customers have also been used to segment markets. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. $1.10 Which of the following is NOT true regarding slotting fees or allowances? 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? In a pull marketing strategy, a firm markets its product directly to consumers. A. cost-covered B. Trade sales promotions have a better track record than pull strategies. 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. B. franchise building promotion B. Firms can increase profits by decreasing costs. C. induces one-time trial purchase of a brand for which there is low awareness C. trade promotions; media advertising The tremendous decrease in the number of new products Marketing information should be gathered constantly, STP: The increase of brand loyalty in many product categories B. Self-liquidating premiums C. maturity B. ingredient-sponsored cooperative advertising Brian's boss is explaining the concept of buying centers in B2B marketing. A. distracts consumers from the firm's main reason for existing 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. Trade allowances often are not passed on to consumers in the form of lower prices. Communication and trust are also critical to channel success. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. D. instant, 59. 51. Observational data to check on competitors How has the view of sales promotions changed during the past decades? Which of the following statements about on-package sampling is NOT true? A. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. Experiments to verify ad testing D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. 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. B. merchandising support C. Bonus packs, trade allowances, and slotting fees Recipe books showing alternative uses for Miracle Whip B. nonfranchise-building promotion 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. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. D. bonus pack, 65. 21. 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. The consumers then seek out the products to purchase. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. Surveys to assess customer satisfaction with Internet as a distribution option D. To enhance advertising and marketing efforts, 31. B. D. contest; rebate, 71. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. D. promotional allowances, 86. C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. B. bounce back C. Bonus packs Couponing D. Bauer Hockey Skates. The advent of optical scanners and computers gave manufacturers access to sales information. Attribute-based Approach: To create a map based on attributes, customers complete a survey. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known One problem resulting from the overuse of sales promotion is a decrease in: A. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ Marketing strategy links goals and blank_______. C. Sweepstakes Causal: Experiments are used to study the effects of manipulated marketing mix variables on measures of sales and customer attitudes. Colin recently launched a new product the Fanner 3000. 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. Revenue can be increased by changing price or through an increase in volume. 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: Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. A. vertical cooperative advertising 2. \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ High value checkout coupons 3. A. 5. D) Ensure that the audit firm is independent. Retailers are not justified in charging slotting allowances since most new products are successful. 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). b. Secondary vs. Primary: Consumer buying is people buying something for themselves or their household. The most popular method for distributing coupons is: A. premiums When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. Compensation is another key issue. Perishabilityservices cannot be stored and hence matching supply with demand is critical. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. B. D. event sponsorships, 30. Multidimensional scaling for perpetual mapping, targeting and positioning Positioning studies and perceptual maps are closely related to this marketing research technique. 6% Examples of value-added activities include all of the following except: Product design. D. growth. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. B. can be done with carefully planned sales promotion programs Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. A. Sales promotions do not contribute to the erosion of brand equity. C. horizontal cooperative advertising B. Type of channel conflicts include: Fewer clusters means greater heterogeneity within a cluster. Behaviors are important because they help marketers predict future purchasing. This is an example of a: C. a spiff Network methods to identify opinion leaders in buzz marketing. \end{array} A. off-invoice allowance Trade allowances are detracting from the image of the retailers who carry their brands. C. it may be too difficult to find a way to distribute the samples Each role seeks different attributes (price, great features, delivery date, customer service). D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. Which of the following would be NOT an example of a nonfranchise-building promotion? The role of the planning function in the management process is. 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. Secondary data to understand context D. contests; rebates, 72. Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. A. A recent study of coupon redemption patterns found that: Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Premiums This can be a very costly sampling method, particularly for multiproduct companies. The Structured Query Language (SQL) comprises several different data types that allow it to store different types of information What is Structured Query Language (SQL)? Monies that must be paid to a retailer so they will take on a company's new product are known as: C. Bonus packs, trade allowances, and slotting fees Horizontal conflict is among partners at the same level. C. To increase consumption of an established brand 16. A. coupons 87. Assembly activities. Forward buying 1. Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample B. reflects the overall quality of the product and is consistent with its image and positioning A. coupon Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. 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. D. Coupons can encourage non-users to try a brand. Most retailers want to be involved with rebate programs. C. spiffs 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. The upstream partners that a company has to deal with are its suppliers, also known as the blank______. D. A dish towel in a box of Tide laundry detergent, 70. Segments are homogenous groups of customers. New usage suggestions 3. \text { Estimated machine hours for year } & 600,000 & \\ Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. D. $150,000, 53. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. C. Sampling through the mail Sampling through the media 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. Sampling B. C. contest C. Seasonality of purchase and length of promotion Sampling A. joint sales promotions D. In-store coupons, 62. B. trade promotions The heavy emphasis on trade promotion makes it difficult to: A push strategy is a marketing approach that aims to get a product or service in front of customers. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. A. cooperative advertising 78. B. Unfortunately, this approach . c. vigilantism. Door-to-door sampling B. B. a rebate \text { Actual machine hours for March } & 610,000 & Integration refers back to the back or buy decision that firms face when determining whether to do a distribution function or have someone else undertake the activity. B. Seven Popular Marketing Research Techniques, 1. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. This company focuses on a single segment and has multiple offerings for the segment. The second question is "How important are these qualities to you?" D. There is strong agreement that any type of sales promotion activity detracts from brand equity. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: Surveys for customer satisfaction, -Define marketing and marketing research problem. Red Bull Energy Drink. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. C. brand equity This process is known as blank_______. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities.
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