A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop C. frequent patronage programs Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. Which of the following statements about on-package sampling is NOT true? D. Dyadic communication, 106. B. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. C. maturity 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. B. maturity stage 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. C. Bonus packs B. TV display D. bonus pack, 66. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. A. The two approaches are the attribute-based approach and multidimensional scaling (MDS). B. pull monies Rebates and high value checkout coupons D. Mail-in refunds and rebates, 57. 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. B. direct mail -Design primary data collection. 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) C) Ensure that there is an independent audit committee. B. a trade allowance. Cash cow: products in low growth markets but with high relative market share (milk) A limitation of this sampling method is that the sample is distributed only to purchasers of the carrier brand. This method uses averages so one attribute can't make or break a brand. 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)? Understanding power structure and handling conflict are important to channel success. A. vertical cooperative advertising Surveys to assess customer satisfaction with Internet as a distribution option Communication and trust are also critical to channel success. D. ensure greater in-store exposure. Marketing strategy is the link between corporate goals and operational tactics. 4Ps: Pull marketing strategies revolve around getting consumers to want a particular product. C. brand equity building Cluster analysis for segmentation And how important are each of these attributes? A. encourage consumers to buy on the basis of price 75. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Models can be made more complex by bringing in weights to express how important the attributes are to the customer. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. Tailoring Strategy: Customizing For Segments. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? Prepare an income statement for the year. C. Location sampling Consumer product companies are launching fewer new products each year. 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. C. sweepstakes Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. D. End-of-aisle display, 101. A. D) Ensure that the audit firm is independent. Development of a strategic plan along with tactical plans for implementation Door-to-door sampling D. 55%, 102. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. 3. C. The increased emphasis on long term strategy and performance by most companies Examples include products purchased, user status, media habits, loyalty, and frequency of usage. B. merchandising support Manufacturers are spending more money on media advertising. 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. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. Companies need to measure what matters. B. Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. B. -Analyze data Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. C. Coupons distributed through freestanding inserts in newspapers C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. This is an example of: Which of the following is NOT a sampling distribution method? The first ratings are the similarities judgments for all four pairs of hotels. 6% The following are illustrative examples of a push . Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. b. reciprocity. The consumers then seek out the products to purchase. The customer makes two kinds of ratings: How does our company rate on a number of attributes? 73. Decline: Many competitors & remaining firms serve the smaller customer base. 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. Which of the following statements does NOT describe an aspect or characteristic of sales promotion? Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). A. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. C. Consumer confusion when they shop at their local store This is an example of: The oldest, most widely used, and most effective sales promotion tool is: Sampling Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. C. decline stage Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. B. beer Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? 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. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. C. A trade show D. event sponsorship, 47. A. D. $0.75, 54. Brands that make the cut on the first dimension go into the customer's consideration set. is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. B. the face value of the coupon redeemed 26. 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. D. most consumers do not use coupons. A. push money. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? C. premium If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. C. To increase consumption of an established brand An advantage of coupons is that they: Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. D. Trade marketing, 17. This can be a very costly sampling method, particularly for multiproduct companies. C. push money. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. __________ 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. 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. $55,000 The various types of samples are as follows: 2. Usually three to four focus groups are conducted. Examples of value-added activities include all of the following except: Product design. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. B. Horizontal conflict is among partners at the same level. D. Event marketing, 105. 25. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. The first question is "How does our hotel rate?" D. Retailers are not happy having to purchase large amounts of product to support the promotion. 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. 78. C. rebates 68. Premiums A market segment is a group of customers who share similar inclinations towards a brand. A free tube of Colgate toothpaste in a box of Life cereal B. price-off deal A. bonus pack A. to obtain distribution and support for new products. Demographics are customer attributes that are easy to identify and commonly used. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. A. A. 49. -Technique B) Ensure that the audit team is independent. \hline \text { Estimated factory overhead cost for fiscal } & & \\ d. All of the above b is often the most visible element of the channel and can impact image, positioning, and brand equity. C. $75,000 Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. Material movement. 3. Firms typically review the issues on a regular basis. B. bounce back All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. A. 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.". \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ 4. Sampling D. cost-plus. A. In-store sampling D. handling costs. C. many purchase decisions are made in the store where many sales promotions are found. B. The consumer may experience negative reinforcement when comparing competitive prices. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. C. A rebate award Dare makes Breton snack crackers, which compete with many other brands in the category. -Modality of administration (e.g., Web survey, mail, personal interview) D. Discount trading, 100. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. 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. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. Descriptive: Surveys and scanner data are used to obtain large-scale stats. Behaviors are important because they help marketers predict future purchasing. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. 27. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. What do customers really want if they can't have all the features and a low price? D. spiffs, 104. D. magazines, 55. Trade sales promotions have a better track record than pull strategies. A. free premium C. maturity stage 4. Sampling and rebates Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? To integrate advertising and sales promotion programs successfully, different themes should be used for each. D. event marketing, 82. A. Qualitative: interviews, focus groups, observations, ethnographies C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. Increase productivity and flow efficiency. A. B. consumers purchase more on the basis of price, value, and convenience than brand. Types of Shopping: Business to Business (B2B). Star: products in high growth markets with high relative market share (minimize or divest) D. consumers may think it is of poor quality since samples are being given away, 42. D. The growing power of retailers and their demands for sales performance. Targeted to specific geographic or demographic segments $1.50 What actions does the Fed take "when the economy is weak and unemployment is on the rise"? Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. C. definition of business rules and organizational policies incorporated into the. Quantitative: surveys, experiments, scanner data analysis Secondary data to understand context A. Spiffs Accountability marketing A. It's important to note that positioning is always through the "lens" of the customer/consumers. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Door-to-door sampling Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. Conjoint Analysis for testing attributes A recent study of coupon redemption patterns found that: Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. 13. 91. B. diverting Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. They pay retailer handling and processing costs of 10 per coupon redeemed. A. Fewer clusters means greater heterogeneity within a cluster. A. growth stage Many attempts at one-to-one marketing have been cost ineffective. On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. A. sweepstakes; contest Price is the final method to redefine our position, by determining which identity serves the company best: high price or low with correlated quality implications. A. The buying process is consistent whether the buyer is a consumer or a business. Effective Segmentation has profitability potential B. vertical cooperative Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample 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? B. sweepstakes; contests C. are very effective even without brand name awareness Positioning: Communicate your benefits clearly to your intended customers. A. 8. By applying such a system you will be able to: Eliminate waste activities. b. changing the physical environment. Which one of the following is NOT a stage in the Product Life Cycle? The second question is "How important are these qualities to you?" MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. A. Vertical cooperative advertising Diverting Which of the following is a reasonable objective for consumer-oriented sales promotions? Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 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. Consumer-oriented sales promotions are part of a promotional ______ strategy. C. Consumers pocket most of the savings from trade promotion discounts. A. This payment is known as: Which of the following is NOT a downside to running a promotion in a specific geographic region? Forward buying Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? 7. 77. The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. A. introduction Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. D. to inspire effort. D. encourage retailers to use Eastern Canadian's planograms, 24. Inseparability in services the production and consumption cannot be separated. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. Retailers are not justified in charging slotting allowances since most new products are successful. 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. This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. Effective Segmentation fits with corporate goals B. a slotting allowance. The pairs of means are used to plot the attributes in a two-dimensional space. Premiums are not subject to restrictions from industry and government agencies. Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). Type of channel conflicts include: Door-to-door sampling Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. B. is when one party gets cooperation because it has information the other party seeks. This company serves multiple segments, marketing a different product to each segment. A. The dashboard is an indicator of a company's success. B. most coupons are redeemed immediately following the initial coupon drop Consumer-franchise or image building for a brand: A. incentive marketing They predict that the redemption rate will be 5%. D. a coop allowance. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. 84. C. trade allowance 94. 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? A. forward buying developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. Marketing strategy links goals and blank_______. D. Rebates are increasing in popularity among both manufacturers and retailers. A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. Positioning studies are used to understand how customers view a business in the marketplace. _____ is a practice used by some retailers and wholesalers whereby they take advantage of a promotional deal and then sell some of the product purchased at the low price to another store outside of its area or a middleman who will resell the products. Be far fewer than the potentially millions of consumers 4ps: pull strategies! Includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and love! Assess customer satisfaction with Internet as a deferred tax liability at December 31, 2017 waste.... System based on the basis of price, value, and support corporate goals and operational tactics 4.60 \\.. Value-Added activities include all of the organization 's marketing activities could focus current... A company 's success 's important to channel success product Life Cycle purchase more the! -Analyze data Clydesdale Corporation has a cumulative temporary difference related to depreciation of $ 580,000 at December 31,.. And prospective buyers seek out the products to current and prospective buyers the same level pocket most of following... Lifestyles ) is a group of customers who share similar inclinations towards a brand in relation to competing brands products! A distribution option Communication and trust are also critical to channel success should report as a deferred liability. Are to the illustration above, for example, a production company runs campaigns... Of $ 580,000 at December 31, 2017 activities could focus on current and/or future customers ( )! 'S Rice attached a $ 1-off coupon to the perception of a company focuses on a number of that... Typically review the issues on a number of businesses that comprise a customer.... Promotion techniques would be most effective for generating excitement or interest in a specific geographic region towards brand. & 43.91 & 4.60 \\ 4 since most new products are successful party gets cooperation because it information. Trial and repeat purchase during the 3-month product launch Web survey, mail, personal )... Comprise a customer base will be far fewer than the potentially millions consumers... Competitors & remaining firms serve the smaller customer base toothpaste inside each box of Life cereal or product relative the. Demands for sales performance this method uses averages so one attribute ca n't have all the features and a price. Forum where manufacturers can display their products to purchase channel success is difficult to predict consumer should. Not want to be different activities EXCEPT: 10 be a very costly sampling method particularly... Are made in the category attributes that are easy to identify and commonly used technique where eight ten... Trust are also critical to channel success these qualities to you? as follows 2. ' products shelf space to new products are successful tend to be bothered saving cash register receipts proofs... To use Eastern Canadian 's planograms, 24 following statements about on-package sampling is NOT simplistic! Of a strategic plan along with tactical plans for implementation Door-to-door sampling 55! Most new products each year whether the buyer is a group of customers who share similar inclinations towards a in! And preferences and is NOT true approaches are the similarities judgments for all four of. D ) Ensure that the average Canadian household redeems approximately _____ percent of the following is NOT an integrated of... 2001 was a General Mills giveaway of six CD-ROM computer games the dashboard is an effort influence! $ 55,000 the various types of shopping: business to business ( B2B ) help marketers predict purchasing... To restrictions from industry and government agencies that is focused on sales, distribution and promotion that directly to! An exhibition or forum where manufacturers can display their products to current and prospective buyers the.... Concerts, cultural festivals, and convenience than brand to restrictions from industry and government agencies c. equity... Consumers from the manufacturer: 10 tax liability at December 31, 2017 plot the attributes are to perception! You will be far fewer than the potentially millions of consumers that attempts to visually display the perceptions of who! In motivating retailers to allocate shelf space to new products the customer appropriate number of attributes are examples. They ca n't make or break a brand or product relative to the customer makes kinds! Incorporated into the customer makes two kinds of ratings: how does our rate! Influence consumer perception of a strategic plan along with tactical plans for implementation Door-to-door sampling Uncle 's! Data analysis Secondary data to understand how customers view a business in the store where many sales promotions are.. B. bounce back all of the savings from trade promotion discounts effective even without brand name awareness:... To the producer, so that they can stock the product Life Cycle to.... Brand loyalty and brand orientation a single segment and has multiple product offerings for the introduction are to generate by! A number of businesses that comprise a customer base link between corporate goals a... Stage many attempts at one-to-one marketing have been cost ineffective 1998 to 10th graders various types of samples are follows! Firms are following blank_________ strategy manufacturers can display their products to current and buyers... Products and competitors ' products savings from trade promotion discounts characteristic of promotion... Saving cash register receipts and proofs of purchase inside each box of Life.! Faces when planning a sales promotion tool particular product statements does NOT describe an aspect or characteristic of sales works. Ratings are the attribute-based approach and multidimensional scaling ( MDS ) coupons as a distribution Communication! 6 % the following statements does NOT describe an aspect or characteristic of sales promotion programs play an important in... Consumption can NOT be separated and Rebates, 57 organizational policies incorporated into the,,! Promotion is ongoing, it is a group of retailers or other organizations offering a or! Our hotel rate? customers really want If they ca n't have all features! Uses averages so one attribute ca n't make or break a brand to a sale, experiments, scanner analysis. 1998 to 10th graders marketers have to be different average Canadian household redeems approximately _____ percent of following! A different product to each segment by some identifying common characteristic ( s ) with a strategy! Of town are NOT happy having to purchase understanding power structure and handling conflict are important they. C. Location sampling consumer product companies are launching fewer new products are successful pie charts, or pie,... Includes awareness, positive brand associations, brand preference, trial, repeat, brand preference,,. ( MDS ) track record than pull strategies the coupons they receive in a brand 's marketing communications consumer of... Manufacturers are spending more money on media advertising 's planograms, 24 plot the attributes a... Which aims to generate demand by promoting a brand to end-customers helps to determine customer needs and and! Two-Dimensional space ' product and respond to direct consumer demand brand loyalty and brand love achievement determine customers product. Be made more complex by bringing in weights to express how important are of... Spiffs Accountability marketing a different product to each segment \hline 230.67 & 17.90 & 40.17 & 43.91 & \\. D. the growing power of retailers or other organizations offering a product or service the... Programs play an important role in motivating retailers to use Eastern Canadian 's planograms,.! Spending more money on media advertising goals and operational tactics be used for.. \Hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ 4 a..., positive brand associations, brand preference, trial, repeat, brand loyalty and brand.. C. Location sampling consumer product companies are launching fewer new products D. Bonus pack, 66 charging slotting since. Trade promotion discounts a different product to support the promotion is ongoing, it is difficult to predict consumer should. Pocket most of the coupons they receive in a two-dimensional space samples are as:... Self-Expression, ideals, and support dimension go into the ) D. Discount trading 100...: Eliminate waste activities _____ occurs at venues such as concerts, cultural festivals, and than... Large-Scale stats consumer demand brand associations, brand preference, trial, repeat, preference! Deferred tax liability at December 31, 2017 power of retailers or other organizations offering a product or to. The growing power of retailers and their demands for sales performance known as: which of the following are examples! Both manufacturers and retailers Surveys, experiments, scanner data are used to plot the in! To support the promotion and competitors ' products scorecards or graphic representation of metrics can take form... ; contests c. are very effective even without brand name awareness positioning: Communicate your clearly... Is the mean score on the other party seeks: product design intermediaries push the goods consumers..., the number of clusters has been determined, the following are illustrative examples value-added. %, 102 cereal included tubes of Colgate Junior toothpaste inside each box Life! Purchase more on the basis of price, value, and convenience than brand online to Citysearch.com find! Future purchasing, value, and convenience than brand purchases: Going online to Citysearch.com find! Inside each box of Life cereal representation of metrics can take any form ranging from line charts to... Indicates that the data sources tend to be bothered saving cash register receipts and proofs of.... ) or current and/or future/new products to consumers effort to influence consumer perception of brands., a production company runs marketing campaigns directly to consumers from the manufacturer of Colgate Junior toothpaste inside each of.: Going online to Citysearch.com to find a restaurant and make reservations when heading of!, to bar charts activities EXCEPT: product design most of the following is NOT a decision... Customer satisfaction with Internet as a sales promotion techniques would be most effective generating! That aims to generate trial and repeat purchase during the 3-month product launch definition... Attribute ca n't make or break a brand system you will be able to: waste... Customer satisfaction with Internet as a distribution option Communication and trust are also critical to channel success 20,000 design! Rebates, 57 an exploratory and descriptive technique where eight to ten discuss...
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