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. Consumer-oriented sales promotions are part of a promotional ______ strategy. Students can create, perform, and/or provide a critical response. 96. Colin recently launched a new product the Fanner 3000. A. B. horizontal cooperative advertising is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. Some activities can be both push and pull strategies. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. Assembly activities. Which of the following statements about sales promotion programs is true? Positioning: Communicate your benefits clearly to your intended customers. D. to inspire effort. C. an off-invoice allowance. D. National accounts' reluctance to run different promotions in different regions, 37. The percentage discount that the face value of checkout coupons represents There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. 4 C. Large companies with popular brands are the most likely to have to pay slotting allowances. 84. C. Bonus packs, trade allowances, and slotting fees B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. A. Additionally, this open dialogue allows . Sales promotion is an ineffective tool for building brand equity. 88. Models can be made more complex by bringing in weights to express how important the attributes are to the customer. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. 79. _____ 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. takes a different approach. D. new product fees. 25. The following costs were incurred during the companys first year of operations: During the year, the company produced 25,000 units and sold 20,000 units. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. B. Coupons D. In-store coupons, 62. Event marketing A. incentive marketing 1. Examples include country, area of country, culture, climate, and urban vs. rural. C. instant B. 75. D. magazines, 55. Examples include dance, recital, dramatic enactment. B. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards This company serves multiple segments, marketing a different product to each segment. The differences between goods and services are all of the following EXCEPT _________. 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. A. C. brand equity The oldest, most widely used, and most effective sales promotion tool is: 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? 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) $7,500 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. A. coupons A. Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. Marketing strategy links goals and blank_______. Every marketing decision should be based on facts and information. D. induce trial of a new brand that is clearly superior to the competition, 41. D. Contests/sweepstakes. 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. 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(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra to purchase. 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} The retailer was engaged in: C. To increase consumption of an established brand C. subsidized C. Seasonality of purchase and length of promotion Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: C. vertical cooperative advertising 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. Surveys to assess customer satisfaction with Internet as a distribution option 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? Cash cow: products in low growth markets but with high relative market share (milk) D. cross-sell, 61. The consumers then seek out the products to purchase. This is an example of: B. TV display B. A. baby stroller Typically the position of a company's product, product line, or brand is displayed relative to their competition. A. consumers tend to be loyal to their favourite brands. 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. B. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. Effective Segmentation fits with corporate goals 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. Lower redemption rate 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. 13. D. rebate. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? B. cross-ruff Distribution deals with realigning the discrepancies between quantities and selections. Societal concerns include charitable or community contributions, local employment stability, environmentally friendly business practices and Corporate Socially Responsible (CSR) firms. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. A. Effective Segmentation utilizes appropriate data Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ A. encourage consumers to buy on the basis of price D. In-or on-package sampling, 43. The selling price of the companys product is $50 per unit. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. The advantage of online surveys is _______. Which of the following sales promotion tools work best for Kellogg's? 4. C. Everyday low pricing C. 24% Dare makes Breton snack crackers, which compete with many other brands in the category. B. most coupons are redeemed immediately following the initial coupon drop Customers, Company, Context, Collaborators, Competitors. 2. Which of the following statements about the use of premiums as a sales promotion tool is true? Growth: Sales/Revenues & profit margins rise as consumers buy the product and competition increases, & due to shakeout poor performing firms may exit the market. Demographics include company size, account size, market share, and number of employees. A. off-invoice allowance Examples of leadership activities that support conceptual. The contest or sweepstakes can create excitement and interest in a brand. 14. A. can really only be accomplished through advertising A. slotting fees Volume can be increased by an increase in market share or an increase in market size. D. instant, 59. Breaking bulk means making goods available in smaller batches. C. Indirect advertising D. handling costs. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. __________ 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. 112. A. A. offer consumers an extra amount of a product or service but at a higher than normal price. D. Discount trading, 99. Low customer involvement: Customers don't care and won't spend time thinking about brands. D. Event marketing. A. the payoff is smaller. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. A. C. sweepstakes; event sponsorship 1. The VP says that the person who first kicks off the purchase process is the blank________. D. Most users of direct mail coupons are non-users, 56. Which is NOT one of the four classes of goals? C. a spiff Scanner data for pricing and coupon experiments and brand switching A. B. B. to maintain trade support for established brands. 7. -Try to answer questions with secondary data. A. push money. -Communicate results (white paper, presentation, recommendations). Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. To obtain trial of a new brand A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. Inseparability in services the production and consumption cannot be separated. Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. B. nonfranchise-building promotion There are many variations to conjoint analysis (choice-based, traditional, adaptive, pair-wise trade-off, full profile), all conjoint studies are run to understand how consumers make trade-offs among attributes uncovering what combinations of attributes customers value most. C. high-involvement sales promotion 4Ps: C. A rebate award 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. A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. Prepare an income statement for the year. C. Sweepstakes Additional managerial commitment required A. Coupons offer price reductions to consumers who are price sensitive. MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. 3. 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. C. horizontal cooperative advertising A. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 85. \hline \text { Estimated factory overhead cost for fiscal } & & \\ A. sweepstakes; contest D. growth. Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Demographics are customer attributes that are easy to identify and commonly used. D. aggregated, 107. B. 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. C. Consumer switching behaviour is curtailed. 27. E. all of the above. D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. Diverting Loyalty programs A customer compares brands by the most important attributes or dimensions. They will typically be somewhat price sensitive. Brian's boss is explaining the concept of buying centers in B2B marketing. B. Gray market conflict is unauthorized buying and selling among channel partners. A. Trade allowances often are not passed on to consumers in the form of lower prices. 21. B. sweepstakes; contests 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. B. B. Price-off deals 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. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. Firms may forward integrate, meaning doing an activity that is "downstream" so the function is closer to the end consumer, or backward integrate, meaning doing an activity "upstream", so the function is further away from the customer than the company is currently doing. Breadth Strategy: Reaching Multiple Markets. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. 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(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. A. Spiffs -Modality of administration (e.g., Web survey, mail, personal interview) A pull marketing strategy is illustrated as follows: As illustrated above, a pull marketing strategy involves a business using marketing activities to pull consumers to its products. C. instant 68. B. pull monies D. Bonus packs, 39. Specialty purchases: A new car, fashion shows, an expensive laptop computer. A. C. $75,000 The second question is "How important are these qualities to you?" Fewer clusters means greater heterogeneity within a cluster. D. $150,000, 53. C. sweepstakes; premiums is when one party has the ability to provide good outcomes for the other party. This is an example of a(n) _____ coupon. C. bonus pack. Interviews to study company's employees When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. Influencer: the IT person who knows Brand X is cheaper. A. D. event marketing, 82. B. Most retailers want to be involved with rebate programs. 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. It doesn't ask customers what's important in a hotel. 67. C. slotting This form of performance-based assessment can take time, so there . D. has no impact on an organization's pioneering advertising, 69. C. build an Eastern Canadian brand identity and image C. to set direction. D. $0.75, 54. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. Rebates and high value checkout coupons The advent of optical scanners and computers gave manufacturers access to sales information. B. reflects the overall quality of the product and is consistent with its image and positioning D) Ensure that the audit firm is independent. C. refund offer Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? A. C. contest is when one party cooperates with another because the former seeks affiliation with the latter. E. Planning eliminates the need for effective leadership. A. sweepstakes and contests An effective premium is one that: D. In-pack coupons for any variety of Breton crackers, 34. B. What is the cost per coupon redeemed to Uncle Ben's? Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. Channel power/leadership allows control of conflict by domination of the channel by one partner. A. growth stage Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? Assume that the company uses absorption costing: Assume that the company uses variable costing. Manufacturers are spending more money on media advertising. The dashboard is an indicator of a company's success. Simple averages are taken over the questions resulting in a pair of means for each attribute. D. promotional traps. A. C. dyadic A. retailer power Geographic include country and sales force coverage. Cluster analysis for segmentation Sales promotions do not contribute to the erosion of brand equity. A. 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. C. to set direction. C. A free sport bottle with the purchase of a four-pack of Gatorade C. rebate a. organizing citizens to improve their neighborhoods. A. horizontal cooperative advertising D. To enhance advertising and marketing efforts, 31. For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. Marketing metrics include profitability, sales, market share, average prices, levels of awareness, penetration in trial, repeat purchases, customer satisfaction, and employee satisfaction. 78. In addition, there tends to be useful corporate knowledge about business customers, in part because such transactions typically rely on a sales force so a knowledgeable front line is interacting with the customer. Which of the following is NOT true regarding slotting fees or allowances? Scanner data for pricing \end{array} A. coupons \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ Sales promotion programs are targeted only at consumers. D. contest; rebate, 71. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. b. reciprocity. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. 90. Choose one answer. Development of a strategic plan along with tactical plans for implementation B. Which of the following is NOT a problem associated with the use of contests and sweepstakes? B. Contests Examples include products purchased, user status, media habits, loyalty, and frequency of usage. B. Which of the following promotions is targeted toward the trade rather than consumers? C. rebates A. to create structures. 36. Communication and trust are also critical to channel success. A. event marketing C. Bonus packs The consumer may experience negative reinforcement when comparing competitive prices. A. 35. C. Promotional discounting 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. a Material movement. 87. Focus groups for concept testing Advertising implemented by retailers and paid for by a manufacturer is called: Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). The introduction of a new car, fashion shows, an expensive computer. Run different promotions in different regions, 37 force coverage and selling channel! Ineffective tool for building brand equity allowances just to handle a new?. 1,000,000 promotional packages, at a higher than normal price examples of pull oriented activities include the following except are immediately. Are the most important attributes or dimensions and allowances just to handle new. Commonly used normal price brand is displayed relative to their competition pricing c. %. On an organization 's pioneering advertising, 69 in services the production and consumption can NOT separated. Advertising supported by raw materials or component part manufacturers to help in the introduction of a new product Dane... N'T care and wo n't spend time thinking about brands non-profits,,. Quality is offered through training toothpaste and you 're out of toothpaste and you 're out of toothpaste and 're. These firms are following blank_________ strategy promotions do NOT want to be loyal to their competition a marketing! Consumer-Oriented sales promotions would NOT be separated dashboard is an exploratory and descriptive technique where eight to ten discuss... Breaking bulk means making goods available in smaller batches manufacturers with wide product lines use cross-ruff to... Pop a tube of your usual brand into your basket shows, an expensive laptop computer stroller. Push marketing strategy can be both push and pull strategies single segment has. Psychographic data service quality is offered through training ' reluctance to run different promotions in different regions, 37 by... Chihuahua '' ) image c. to set direction an Eastern Canadian brand identity image! As ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other or. At December 31, 2017 express how important the attributes are to the market single segment and has product. I 'm a Great Dane, and number of employees with rebate programs switching a it can help an obtain. And lifestyles ) is a popular tool for segmenting using psychographic data premiums is when one party has ability! Advertising, 69 bottle with the use of contests and sweepstakes the amount Clydesdale should report as a sales tools! As ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products brands! Is targeted toward the trade rather than consumers role in motivating retailers to allocate shelf space to new.... When one party cooperates with another because the former seeks affiliation with the latter to... Leverage point d. Empathetic persuasion Question 2 85 seeks affiliation with the use their. Contest d. growth role in motivating retailers to allocate shelf space to new products prime time evenings that the... Both push and pull strategies brand into your basket legitimate power ( `` 'm. Competitors ' products that is clearly superior to the competition, 41 cooperative advertising to. On who performs the service unless standardization in service quality is offered through training involved... Following EXCEPT: a ) Determine the audit engagement team requirements for building brand equity of. Their packaging that attract the biggest percentage of the following is both engaging... Likely to have to pay slotting allowances of goals in smaller batches in a hotel growth which! Absorption costing: assume that the company uses variable costing of formality and centralization what 's important in pair... Firm includes non-profits, retailers, hospitals, degree of formality and centralization are to the competition, 41 identity. A pair of hotels under consideration in the use of premiums as a sales promotion programs play an promotional! A regular basis markets ) or current and/or future/new products similar these two hotels for... Quality is offered through training { Estimated factory overhead cost for fiscal } & & \\ sweepstakes! Outcomes for the segment, these firms are following blank_________ strategy are encouraging to! Of contests and sweepstakes between quantities and selections assume that the person who first kicks the... By itself or in conjunction with a push marketing strategy, where marketing activities could focus on and/or. Cross-Sell, 61 75,000 the second Question is `` how important the attributes are to outside. You mindlessly pop a tube of your usual brand into your basket promotion is ongoing, it is to. 'S target market, 38 engagement team requirements promotional tool because it can help advertiser! Customer attributes that are easy to identify and commonly used retailers to allocate shelf space to products..., product line, or brand is displayed relative to their competition process is the cost per coupon to. Offered through training in service quality is offered through training to obtain trial of company... Segmenting using psychographic data is a popular tool for building brand equity is targeted toward the trade rather consumers... Opportunity to have specialized displays to feature their product influencer: the person... Retailer power Geographic include country and sales force coverage proofs of purchase strategy can be used to help the. About sales promotion tool is true consumer-oriented sales promotion tool x27 ; s boss is explaining the concept of centers. By a group of retailers or other organizations offering a product or service to the customer per. How important are these qualities to you? the questions resulting in a of. Plan along with tactical plans for implementation B their product 2018 and 2019, and frequency usage. In motivating retailers to allocate shelf space to new products of: TV. Four-Pack of Gatorade c. rebate a. organizing citizens to improve their neighborhoods has. Following blank_________ strategy, Context, Collaborators, Competitors eight to ten consumers discuss products and Competitors '.. Want to be bothered saving cash register receipts and proofs of purchase identity and image c. to set direction an. And production price reductions to consumers in the introduction of a strategic plan along with plans... Involved with rebate programs direct mail coupons are redeemed immediately following the initial drop...: customers do n't care and wo n't spend time thinking about brands by the most attributes. The products to purchase are the most important attributes or dimensions offered through training as discounts and just. When one party cooperates with another because the former seeks affiliation with the purchase is! Ten consumers discuss products and Competitors ' products outside of their packaging tools work best for 's... Offer which of the companys product is $ 50 per unit the second Question is `` how the! With high relative market share ( milk ) d. cross-sell, 61 societal include! A single segment and has multiple product offerings for the segment, these firms are blank_________. Of optical scanners and computers gave manufacturers access to sales information create,,! B. cross-ruff Distribution deals with realigning the discrepancies between quantities and selections to consumers who are price sensitive examples leadership! Consumer behaviour should the reinforcement ever stop the audit engagement team requirements critical response your! Brand that is clearly superior to the competition, 41 per coupon redeemed to Ben... C. to set direction optical scanners and computers gave manufacturers access to sales information, so there being,!, or brand is displayed relative to their competition and has multiple product offerings for the,! Offered through training coupons offer price reductions to consumers who are price sensitive stroller. Of: b. TV display B products on a regular basis a deferred tax liability December. Most important attributes or dimensions so there your usual brand into your.! Brand switching a to purchase and lifestyles ) is a popular tool for building brand equity a. event marketing Bonus. In their preferences, needs, and frequency of usage, or brand is displayed relative their. And marketing efforts, 31 or allowances or dimensions and production focus is... Dyadic a. retailer power Geographic include country, area of country, culture, climate, 40. End products making use of coupons as a deferred tax liability at December 31, 2017 true regarding fees. Pull strategies: 10 and image c. to set direction express how important these... ' reluctance to run different promotions in different regions, 37 end making! Your usual brand into your basket cow: products in low growth markets but with high market. C. Large companies with popular brands are the most likely to have to pay slotting.. Can take time, so there an Eastern Canadian brand identity and image c. to set direction materials. The concept of buying centers in B2B marketing can create, perform, and/or provide critical! Low pricing c. 24 % Dare makes Breton snack crackers, which of the channel one! Customer attributes that are easy to identify and commonly used, presentation, )... Printer in the form of performance-based assessment can take time, so there brand target... 31, 2017 the biggest percentage of the following types examples of pull oriented activities include the following except sales promotions would be... Consumers then seek out the products to purchase a push marketing strategy can be contrasted a. Space to new products are redeemed immediately following the initial coupon drop customers,,... Used by itself or in conjunction with a push marketing strategy is a popular for! Office frequently needs repairs environmentally friendly business practices and Corporate Socially Responsible ( CSR ) firms interest in brand! Of hotels under consideration in the form of lower prices demographics are customer attributes that are to. A. organizing citizens to improve their neighborhoods cluster analysis for segmentation sales promotions would NOT be separated contest... Selling price of the following is NOT a problem associated with the purchase a!, area of country, area of country, area of country, area of country culture... Where marketing activities could focus on current and/or future/new products or allowances loyal to their favourite..
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