6% B. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 A. build brand loyalty The consumers then seek out the products to purchase. The tremendous decrease in the number of new products A. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. B. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. B. Quantitative: surveys, experiments, scanner data analysis A. Sundance Solar Company operates two factories. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. 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. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: What is the cost per coupon redeemed to Uncle Ben's? C. instant Simple averages are taken over the questions resulting in a pair of means for each attribute. Which of the following promotions is targeted toward the trade rather than consumers? A. 52. 3. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. There may be prose or poetry interpretation. Effective Segmentation utilizes appropriate data B. 27. B. the face value of the coupon redeemed Material movement. MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. 80. For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. What is the total cost of the coupon promotion to Uncle Ben's? Positioning studies and perceptual maps are closely related to this marketing research technique. A. Geographic distinctions between customers have also been used to segment markets. D. sales promotion trap, 22. D. Rebates and refunds, 18. Effective Segmentation allows access to customers B. \text { Actual direct labor hours for March } & & 245,000 \\ C. a trade allowance D. in-pack coupon, 103. 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. Seasonality of purchase and length of promotion What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? They pay retailer handling and processing costs of 10 per coupon redeemed. B. consumers purchase more on the basis of price, value, and convenience than brand. C. Bonus packs 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. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? _____ is a common sampling technique for small, lightweight products that are non-perishable. B. How has the view of sales promotions changed during the past decades? The value of the free in-pack premium B. Contests _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. D. trade promotions, 28. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? Conjoint Analysis for testing attributes Demographics are customer attributes that are easy to identify and commonly used. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. C. push money. D. ensure greater in-store exposure. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Match the following terms with the descriptions below. A portion of the data is shown in the accompanying table. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: No scanner data are prevalent for businesses. C. most coupons are redeemed on Thursdays Incentive marketing B. ingredient-sponsored cooperative advertising Targeting: Attracting some of those customers makes better sense than going after others. The percentage discount that the face value of checkout coupons represents An increasingly popular means of using co-purchasing patterns to generate sales is Internet recommendation agents, such as Amazon. B. Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) C. Companies want promotions that require consumer involvement with their brands. C. Everyday low pricing 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)? C. A free sport bottle with the purchase of a four-pack of Gatorade Effective Segmentation has profitability potential B. reflects the overall quality of the product and is consistent with its image and positioning C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. Specialty purchases: A new car, fashion shows, an expensive laptop computer. C. spiffs The various types of samples are as follows: Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. The retailer was engaged in: One problem resulting from the overuse of sales promotion is a decrease in: Surveys for customer satisfaction, -Define marketing and marketing research problem. B. Companies need to measure what matters. Types of Shopping: Business to Business (B2B). B. a trade allowance. C. is becoming less important to marketers as competition intensifies Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. Forward buying Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. Which of the following statements describes a major concern marketers have with trade allowances? \hline 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. to maintain trade support for established brands. Unfortunately, this approach . 25. And how important are each of these attributes? 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) A recent study of coupon redemption patterns found that: B. slotting fee Measures for marketing strategy are critical during both assessment and planning. D. High value coupons and sampling, 32. Brian's boss is explaining the concept of buying centers in B2B marketing. A. vertical cooperative advertising Let's delight our customers: A company can delight its customers by enhancing customer satisfaction, increasing loyalty, rewarding influential customers, spreading word of mouth, increasing customer lifetime values, and offering personalization. Examples include country, area of country, culture, climate, and urban vs. rural. List of Excel Shortcuts 1 See answer Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. 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. Contests D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. C. a spiff D. Event sampling, 46. The pairs of means are used to plot the attributes in a two-dimensional space. D. bonus pack, 65. A. distracts consumers from the firm's main reason for existing a. organizing citizens to improve their neighborhoods. D. a coop allowance. 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). Diverting 3. A. consumer promotions; media advertising B. Vertical cooperative advertising C. sweepstakes; event sponsorship The use of premiums is very popular in fast food restaurants such as McDonald's. C. Sweepstakes B. self-liquidating premium D. contests; rebates, 72. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. D. Most users of direct mail coupons are non-users, 56. 4. D. handling costs. B. trade discounts A. event marketing To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. C. Location sampling Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. 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. 2. Which of the following statements about rebates is true? They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. C. are very effective even without brand name awareness B. vertical cooperative 21. Red Bull Energy Drink. A. is the exclusive responsibility of advertising C. slotting D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. $1.50 Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. Decline: Many competitors & remaining firms serve the smaller customer base. A. contests; sweepstakes B. horizontal cooperative advertising All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. 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? Colin recently launched a new product the Fanner 3000. 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. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Premiums Sales promotion programs are targeted only at consumers. Which of the following statements about on-package sampling is NOT true? 8. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. 45. A. 44. 26. To integrate advertising and sales promotion programs successfully, different themes should be used for each. 5. B. media advertising; sales promotions 83. Forward buying B. D. Event sponsorships. C. The increased emphasis on long term strategy and performance by most companies Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. B. to ensure results. A free tube of Colgate toothpaste in a box of Life cereal A. price-off deal. Descriptive: Surveys and scanner data are used to obtain large-scale stats. Sampling through the media The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Cluster analysis for segmentation B. self-liquidating Loyalty programs D. spiffs, 104. C. Redemption rates for mail-in premium offers are very high. The advantage of online surveys is _______. D. cross-sell, 61. A. D. Retailers are not happy having to purchase large amounts of product to support the promotion. b. reciprocity. 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. D. marketers are offering consumers more promotions to attract and maintain customers. _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. The increase of brand loyalty in many product categories 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. An end-of-aisle display A 50-cents off coupon on a box of Minute Rice to encourage repurchase. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. Niche markets are not different from segments; they are usually just smaller. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Tailoring Strategy: Customizing For Segments. D. A price reduction of $5 on a pair of Lee jeans. The advent of optical scanners and computers gave manufacturers access to sales information. Bonus packs: A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop Sampling C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. Pull marketing strategies revolve around getting consumers to want a particular product. D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. B. the reinforcement is immediate. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. C. trade promotions; media advertising D. In-pack coupons for any variety of Breton crackers, 34. C. A trade show 7. 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