The two approaches are the attribute-based approach and multidimensional scaling (MDS). C. To increase consumption of an established brand The consumers then seek out the products to purchase. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: A. Sampling through the mail B. reflects the overall quality of the product and is consistent with its image and positioning This company serves multiple segments, marketing a different product to each segment. C. Self-liquidating sampling A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. D. event sponsorship, 47. C. spiffs C. Image advertising A. Coupons For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. A. is the exclusive responsibility of advertising 6% A. slotting allowances Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. Niches fall between the one-to-one and segment strategies. Scanner data for pricing and coupon experiments and brand switching Secondary data to understand context B. ad readership scores One such video is the Tide Pod Challenge, which was popularized by. Promotion: What can you tell your customers, or do for them, to entice them to purchase? B. definition of the data that a system has to track and report on. A. newspaper freestanding inserts (FSIs) A. 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. A. Price-off deals D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. Place: Where and how will customers purchase your market offering? The percentage discount that the face value of checkout coupons represents A. bonus pack A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. 4. B. the reinforcement is immediate. 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: D. account-specific marketing, 19. C. advertising subsidies All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. 36. Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. It doesn't ask customers what's important in a hotel. 1. Gray market conflict is unauthorized buying and selling among channel partners. 80. A. growth stage Experiments to verify ad testing C. Bonus packs, trade allowances, and slotting fees A. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. A. event marketing B. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. 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. 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} C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. D. trade promotions; consumer promotions, 12. B. Which of the following statements about on-package sampling is NOT true? Buyer: administrator who orders equipment and supplies. This method uses averages so one attribute can't make or break a brand. D. Dyadic communication, 106. Product: Will customers want what your company is prepared to produce? Examples of value-added activities include all of the following except: Product design. B. cross-ruff There may be prose or poetry interpretation. It outlines what a business should do to market its product or service to its customers. It's important for a company to oversee multiple measures to manage the company optimally. C. instant A. pull money Consumers do not want to be bothered saving cash register receipts and proofs of purchase. B. nonfranchise-building promotion is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The selling price of the companys product is $50 per unit. C. to set direction. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: This is an example of: B. Contests Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). C. permit a brand to obtain prominent place where high traffic occurs. Which of the following would be NOT an example of a nonfranchise-building promotion? Most retailers want to be involved with rebate programs. The advent of optical scanners and computers gave manufacturers access to sales information. B. D. contests; rebates, 72. C. Sampling through the mail Which of the following statements about the slotting allowances charged by many retailers is true? C. A free sport bottle with the purchase of a four-pack of Gatorade A. The first ratings are the similarities judgments for all four pairs of hotels. 21. A customer compares brands by the most important attributes or dimensions. Sales promotions do not contribute to the erosion of brand equity. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. Door-to-door sampling A. consumers tend to be loyal to their favourite brands. C. the copy and layout of the coupon Bonus packs: A. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. D. Bauer Hockey Skates. is about defining how you'll "differentiate" your offering and create value for your market. Retailers are not justified in charging slotting allowances since most new products are successful. A. it cannot be broken down into small sizes C. slotting When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. Geographic include country and sales force coverage. ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} 1. Sampling through the media Event marketing C. Sweepstakes C. $75,000 A. cooperative advertising A. free premium D. There is no general number associated with coupon redemption. C. Premiums B. off-price deal A. Meet actual demand. _____ is a recent development whereby companies are customizing their sale promotion programs for key retailers. Premiums Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. A. 90. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. B. a trade allowance. The redemption rate for refunds is lower than that for coupons because: b. reciprocity. 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. C. Lower redemption rate A. horizontal cooperative advertising Types of Shopping: Business to Business (B2B). A. Smirnoff Vodka. B. D. aggregated, 107. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. C. maturity Which of the following sales promotion tools work best for Kellogg's? D. End-of-aisle display, 101. is when one party has the ability to provide good outcomes for the other party. 16. Red Bull Energy Drink. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. 52. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. 8. 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. D. an off-invoice allowance. 15. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). D. promotional allowances, 86. B. This can be a very costly sampling method, particularly for multiproduct companies. 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. Monies that must be paid to a retailer so they will take on a company's new product are known as: MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: D. Event marketing. B. Wall display C. build an Eastern Canadian brand identity and image Compensation is another key issue. All the following are advantages associated with the use of trade allowances EXCEPT: D. Coupons can encourage non-users to try a brand. developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? D. has no impact on an organization's pioneering advertising, 69. A. Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? 15% C. Sweepstakes B. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. C. 40 Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. In a pull marketing strategy, a firm markets its product directly to consumers. A. consumer promotions; media advertising Some activities can be both push and pull strategies. D. To enhance advertising and marketing efforts, 31. 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. 67. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. Inseparability in services the production and consumption cannot be separated. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. C. frequent patronage programs A. B. strengthen the brand image. -Sample (e.g., random sample, stratified sample by segment) Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. A. horizontal cooperative B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions C. high-involvement sales promotion D. Rebates and refunds, 18. 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. B. the face value of the coupon redeemed \text { Estimated direct labor hours for year } & & 250,000 \\ Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. D. a coop allowance. Forward buying Network methods to identify opinion leaders in buzz marketing. Direct mail coupons Dramatic performances are one kind of collaborative activities that can be used as a performance-based assessment. Rebates can encourage brand switching or repeat purchase behaviour. D. Loyalty programs, 58. 50. c. vigilantism. C. Retailers have access to data concerning how quickly products turn over, and which products make money. Material movement. Secondary data already exists (e.g., in the library, online); they're quick and cheap to obtain. Firms can increase profits by decreasing costs. Effective Segmentation has profitability potential Examples include: An increased focus on religion or religious activity 4 Disorientation or disjointed thinking Enhanced creativity or inventiveness (often perceived as a "breakthrough" or an epiphany) Flight of ideas (a rapid succession of thoughts that shoot from one idea to the next) 5 Racing thoughts (a rapid stream of thought, often repetitive) Which of the following statements about sales promotion programs is true? A. B. price-off deal Targeted to specific geographic or demographic segments _____ 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. 4 C. rebates A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. B. B. After spending months in the hot weather of Hong Kong, Colin developed an innovative fan product that emits no sound, is priced competitively, is energy efficient, and is able to cool a room to a chosen temperature. B. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. Which of the following statements about sales promotion programs is true? a. Asymmetric idea b. Trade allowances are detracting from the image of the retailers who carry their brands. Communication and trust are also critical to channel success. Typically the position of a company's product, product line, or brand is displayed relative to their competition. A. contests; sweepstakes C. Bonus packs D. Bonus packs, 39. Multidimensional scaling for perpetual mapping, targeting and positioning $7,500 A. forward buying A. This is an example of a(n) _____ coupon. C. A trade show _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. 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. \text { Actual direct labor hours for March } & & 245,000 \\ 3. 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. & \text {Factory 1}& \text {Factory 2}\\ D. Mail-in premiums offer immediate reinforcement to the purchaser. A. A. vertical cooperative advertising B. vertical cooperative 74. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. C. exhibitions A. introduction A. push money. One problem resulting from the overuse of sales promotion is a decrease in: Growth: Sales/Revenues & profit margins rise as consumers buy the product and competition increases, & due to shakeout poor performing firms may exit the market. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. A. joint sales promotions Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. a person may not be retried for the same crime. 26. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. D. spiffs, 104. A portion of the data is shown in the accompanying table. Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. 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: The company applies factory overhead to jobs on the basis of machine hours in Factory 1 and on the basis of direct labor hours in Factory 2. This is an example of a(n) _____ coupon. Sales promotion programs are targeted only at consumers. This process is known as blank_______. B. bounce back C. premium Let's make more money: A company can state sales objectives in terms of currency, market share, units, change from last year or quarter, region, and investments made toward current sales - the philosophy underlying return on investment (ROI), return of marketing (ROM) or return on quality initiatives (ROQ). C. dyadic A. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. Sampling 2. Qualitative: interviews, focus groups, observations, ethnographies Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. Development of a strategic plan along with tactical plans for implementation B. C. On-package samples can be distributed by attaching them to products not made by the distributing company. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: Consumer-oriented sales promotions are part of a promotional ______ strategy. C. decline stage 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. Breaking bulk means making goods available in smaller batches. B. generally elicit immediate response from consumers Gatekeeper: accountant who controls the budget. C. Seasonality of purchase and length of promotion Which one of the following is NOT a stage in the Product Life Cycle? A free tube of Colgate toothpaste in a box of Life cereal C. maturity stage Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. B. ingredient-sponsored cooperative advertising 96. Typically, a focus group should include _________. A. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising D. sales promotion trap, 22. 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. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. D. On-package sampling. Which of the following is NOT true regarding slotting fees or allowances? which customers might like their product, and how to get the product into their hands. Conjoint for new products -Design primary data collection. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. B. D. Discount trading, 100. 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. _____ 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. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. 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