They predict that the redemption rate will be 5%. D. In-or on-package sampling, 43. B. C. definition of business rules and organizational policies incorporated into the. Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? A. ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. a. Asymmetric idea b. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions 80. Buyer: administrator who orders equipment and supplies. C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. ________ is an exchange between a firm and its customers. A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. Interviews to study company's employees C. Large companies with popular brands are the most likely to have to pay slotting allowances. D. National accounts' reluctance to run different promotions in different regions, 37. 89. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Brands that make the cut on the first dimension go into the customer's consideration set. to a company attempting to a Dare makes Breton snack crackers, which compete with many other brands in the category. D. Rebates and refunds, 18. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. Choose one answer. The customer then compares the brand on the next important attribute and so forth, until only one brand is left. Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. Scanner data for pricing Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. 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. A. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. A. retailer power D. trade promotions, 28. Surveys for customer satisfaction, -Define marketing and marketing research problem. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. C. A trade show Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. D. Dyadic communication, 106. Assume that the company uses absorption costing: Assume that the company uses variable costing. 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). C. are very effective even without brand name awareness _____ 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. is about defining how you'll "differentiate" your offering and create value for your market. Prepare an income statement for the year. A. Spiffs B. is accomplished through short-term price-oriented promotions D. Loyalty programs, 58. Which is NOT one of the four classes of goals? D. 55%, 102. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. 87. 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. Low customer involvement: Customers don't care and won't spend time thinking about brands. 15 C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. D. Bonus packs, 39. This is an example of a: All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? C. Coupons distributed through freestanding inserts in newspapers If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. made in the store. B. push monies 52. A. C. Mall poster A. 4. Marketing strategy links goals and blank_______. C. frequent patronage programs C. sweepstakes; event sponsorship C. 40 D. A dish towel in a box of Tide laundry detergent, 70. 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. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. Sampling through the mail Which of the following is NOT a sampling distribution method? B. trade shows c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. Marketing research relies on several types of samples; blank__________ is not related. means each customer serves as his or her own segment. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. 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. B. Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? The redemption rate for refunds is lower than that for coupons because: The heavy emphasis on trade promotion makes it difficult to: The selling price of the companys product is $50 per unit. Promotional activities that are designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: The oldest, most widely used, and most effective sales promotion tool is: affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. C. Premiums and sweepstakes 1. An end-of-aisle display -Technique This is an example of: A. Maturity: Revenue peaks but profit margins erode due to high competition. 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. 79. C. horizontal cooperative advertising This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. Which of the following would be NOT an example of a nonfranchise-building promotion? Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. Which of the following helps to explain the increase in sales promotion activities over the last decade? Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. This is an example of a: Sampling through the mail High value checkout coupons 76. 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. A. event marketing A push strategy is a marketing approach that aims to get a product or service in front of customers. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 90. Recipe books showing alternative uses for Miracle Whip A. Vertical cooperative advertising Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). A. cooperative advertising C. a spiff A. Examples include country, area of country, culture, climate, and urban vs. rural. Dog: products in low growth markets and with low relative market share (optimize or hold) A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. This form of performance-based assessment can take time, so there . A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. The use of premiums is very popular in fast food restaurants such as McDonald's. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. Premiums B. sweepstakes; contests A. Price-off deals $1.50 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) Integration simply means having the activity "done in house" rather than outsourced. D. a joint trade promotion, 111. B. Self-liquidating premiums This company elects to market a single product to two or more segments. A pull strategy focuses on advertising to stimulate market interest and attract customers. D. Bauer Hockey Skates. A. Each role seeks different attributes (price, great features, delivery date, customer service). \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ \hline \text { Estimated factory overhead cost for fiscal } & & \\ 49. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. This process is known as blank_______. B. Forward buying C. subsidized Networks to study collaborators is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Development of strategic alternatives D. event sponsorship, 47. B. D. bounce back coupon, 81. \text { Actual machine hours for March } & 610,000 & 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) Ensure that there is an independent audit committee. 68. B. slotting fee C. Sponsorship of the local Easter parade Sales promotions do not contribute to the erosion of brand equity. 3. C. The increased emphasis on long term strategy and performance by most companies B. point-of-purchase display The retailer was engaged in: A. A. the payoff is smaller. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. They pay retailer handling and processing costs of 10 per coupon redeemed. Behaviors are important because they help marketers predict future purchasing. The consumers then seek out the products to purchase. D. transference charging, 98. This is an example of: On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. 51. A. newspaper freestanding inserts (FSIs) The building or reinforcement of consumer-franchise or equity for a brand: Marketing research gathers those facts through design, collection, interpretation, and reporting of facts. Positioning: Communicate your benefits clearly to your intended customers. 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