D. trade promotions; consumer promotions, 12. Tailoring Strategy: Customizing For Segments. A. pull money C. instant is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. Customers, Company, Context, Collaborators, Competitors. Unfortunately, this approach . Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. Conjoint Analysis for testing attributes This is an example of a(n) _____ coupon. 80. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. A. forward buying 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. A. Price-off deals 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. This is an example of: The value of the free in-pack premium B. media advertising; sales promotions 75. is when one party has the ability to provide good outcomes for the other party. Advertising implemented by retailers and paid for by a manufacturer is called: The two approaches are the attribute-based approach and multidimensional scaling (MDS). 73. Which of the following is a reasonable objective for consumer-oriented sales promotions? 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? D. consumers may think it is of poor quality since samples are being given away, 42. B. beer They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Multidimensional scaling for perpetual mapping, targeting and positioning C. dyadic Brands that make the cut on the first dimension go into the customer's consideration set. D. contest; rebate, 71. The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. A. This is an example of a: D. instant, 59. The "Intel Inside" logo which appears on many computers is an example of: D. Loyalty programs, 58. Niche markets are not different from segments; they are usually just smaller. D. handling costs. D. In-pack coupons for any variety of Breton crackers, 34. B. Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. In the ________ stage of the product life cycle, a large amount of the promotion budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. B. Self-liquidating premiums B. to ensure results. 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. Which is NOT one of the four classes of goals? D. rebate, 64. D. 55%, 102. Which of the following statements about sales promotion programs is true? C. Bonus packs B. B. definition of the data that a system has to track and report on. \end{array} $7,500 B. price-off deal A. consumer promotions; media advertising B. Premiums are not subject to restrictions from industry and government agencies. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions What are the 4 P's? A. a slotting fee. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. 1. Effective Segmentation utilizes appropriate data Quantitative: surveys, experiments, scanner data analysis \text { Actual machine hours for March } & 610,000 & A pack of baseball cards in a box of Cheerios cereal C. integrated dyadic communications is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. 5. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. D. in-pack coupon, 103. A. incentive marketing The customer makes two kinds of ratings: How does our company rate on a number of attributes? Forward buying 79. B. 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. A. D. has no impact on an organization's pioneering advertising, 69. B. 15 35. A. \hline 7. One problem resulting from the overuse of sales promotion is a decrease in: Breadth Strategy: Reaching Multiple Markets. B. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. B. can be done with carefully planned sales promotion programs C. instant A. In-store sampling Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. Couponing Revenue can be increased by changing price or through an increase in volume. D. Discount trading, 100. New usage suggestions Development of strategic alternatives B. pull monies Which of the following statements does NOT describe an aspect or characteristic of sales promotion? 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. D. Rebates and refunds, 18. It doesn't ask customers what's important in a hotel. 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: D. Bonus packs. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. A portion of the data is shown in the accompanying table. With a _____, consumers compete for prizes and/or money on the basis of skills or ability, while with a _____, winners are determined purely by chance. D. $0.75, 54. B. trade discounts 5Cs: B. And how important are each of these attributes? A. coupons Recipe books showing alternative uses for Miracle Whip 4 E. Planning eliminates the need for effective leadership. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. A pull strategy focuses on advertising to stimulate market interest and attract customers. D. event sponsorship, 47. D. Bonus packs, 39. A free tube of Colgate toothpaste in a box of Life cereal Material movement. C. Sampling through the mail B. growth stage is about defining how you'll "differentiate" your offering and create value for your market. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. Compensation is another key issue. A. Spiffs Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. B. Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. A. _____ is a recent development whereby companies are customizing their sale promotion programs for key retailers. Firms can increase profits by decreasing costs. Accountability marketing B. nonfranchise-building promotion D. sales promotion trap, 22. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. 94. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. A. distracts consumers from the firm's main reason for existing Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 2. Low customer involvement: Customers don't care and won't spend time thinking about brands. A. encourage consumers to buy on the basis of price An effective premium is one that: An end-of-aisle display Which of the following would be NOT an example of a nonfranchise-building promotion? Prevention costs. developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. 97. C. A rebate award Which of the following promotions is targeted toward the trade rather than consumers? C. frequent patronage programs Models can be made more complex by bringing in weights to express how important the attributes are to the customer. C. horizontal cooperative advertising The redemption rate for refunds is lower than that for coupons because: What is the cost per coupon redeemed to Uncle Ben's? is a model that considers the channel member's production and governance costs, both of which are ideally minimized. Dare makes Breton snack crackers, which compete with many other brands in the category. A. Establish an effective distribution network. 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. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. D. a rebate cooperative advertising, 109. C. to set direction. D. transference charging, 98. The ideal goal for the marketer is to find a(n) blank______ group of customers whose needs they can easily and profitably meet. 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. Most retailers want to be involved with rebate programs. This is an example of: Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. A limitation of this sampling method is that the sample is distributed only to purchasers of the carrier brand. D. In-pack coupons for any variety of Breton crackers. Incentive marketing D. to differentiate a brand through image enhancement. A. MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. A. bonus pack Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. A. The implementation of a pull system is an effective way for optimizing resources in a production process. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ Special pricing of 2 packages for $5 instead of the $2.89 regular price B. off-price deal C. trade promotions; media advertising 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. Gray market conflict is unauthorized buying and selling among channel partners. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. D. the payoff is larger. A. Typically, a focus group should include _________. 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.". Price: Will customers pay what you would like to charge? A. cross-ruff Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. Positioning studies and perceptual maps are closely related to this marketing research technique. Sampling Rebates and high value checkout coupons D. a spiff. Four Classes of Goals Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. D. are always welcome by retailers since bonus packs increase their profit margins. D. rebate. Sampling through the mail B. self-liquidating A. Sales promotions do not contribute to the erosion of brand equity. 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. D. an off-invoice allowance. A. B. D. Slotting allowances are illegal and banned by the federal government. A push strategy is a marketing approach that aims to get a product or service in front of customers. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? 4. B. decline Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. 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