4. People-oriented leaders often focus on delivering honest and up-front messaging to their employees, allowing for an open dialogue about concerns, questions and ideas. Moderate customer involvement: Some effort is expended prior to purchase to obtain good value. D. In-store coupons, 62. In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. Examples include dance, recital, dramatic enactment. B. maturity stage B. Contests C. Sampling through the mail The "Intel Inside" logo which appears on many computers is an example of: 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)? A. Coupons offer price reductions to consumers who are price sensitive. C. spiffs 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. To encourage off-shelf displays in major grocery stores \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ B. growth stage A. A. Price-off deals B. 52. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? Buyer: administrator who orders equipment and supplies. C. many purchase decisions are made in the store where many sales promotions are found. Promotion: What can you tell your customers, or do for them, to entice them to purchase? Special pricing of 2 packages for $5 instead of the $2.89 regular price 4. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. This is an example of a: Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. Channel power/leadership allows control of conflict by domination of the channel by one partner. C. are very effective even without brand name awareness Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. Accountability marketing Rebates can encourage brand switching or repeat purchase behaviour. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. C. 40 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. A. 4 Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. 1. Red Bull Energy Drink. The dashboard is an indicator of a company's success. Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. C. dyadic ________ is an exchange between a firm and its customers. D. Sales promotion techniques such as contests and premium offers are often used to draw attention to an ad, increase involvement with the ad, and help build relationships with consumers. Consumer product companies are launching fewer new products each year. E. Planning eliminates the need for effective leadership. With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. D. promotional allowances, 86. Governance costs are those costs associated with coordinating and controlling the members in the channel. D. cost-plus. 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. Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? c. vigilantism. The following are illustrative examples of a push . When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. A free tube of Colgate toothpaste in a box of Life cereal All the following are advantages associated with the use of trade allowances EXCEPT: B. trade promotions A. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. C. Self-liquidating sampling B. trade shows This method uses averages so one attribute can't make or break a brand. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. B) Ensure that the audit team is independent. D. Slotting allowances are illegal and banned by the federal government. 21. Pull marketing strategies revolve around getting consumers to want a particular product. C. A free sport bottle with the purchase of a four-pack of Gatorade D. Trade promotions, 29. B. generally elicit immediate response from consumers A. retailer power 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? The advent of optical scanners and computers gave manufacturers access to sales information. d. All of the above b The use of premiums is very popular in fast food restaurants such as McDonald's. Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). Firms can increase profits by decreasing costs. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. C. Horizontal cooperative advertising D. Event marketing, 105. _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. A business customer is an agent buying something on behalf of an organization. Which is NOT one of the four classes of goals? Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. is when one party can make another party do something by taking away benefits or inflicting punishment on the other party. C. more effort is required. A. coupons 49. B. C. Image advertising -Instruments (e.g., questionnaire, focus group moderator guide) Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. C. Sweepstakes C. premium D. A bonus pack, 40. A. introduction stage D. spiffs, 104. A. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. Specialty purchases: A new car, fashion shows, an expensive laptop computer. B. C) Ensure that there is an independent audit committee. D. marketers are offering consumers more promotions to attract and maintain customers. Qualitative: interviews, focus groups, observations, ethnographies A. pull money 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? 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. B. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. D. Bonus packs. C. Orange Crush. Fewer clusters means greater heterogeneity within a cluster. B. is accomplished through short-term price-oriented promotions Exploratory: Focus groups and interviews are used to formulate marketing questions. A. consumer promotions; media advertising Usually three to four focus groups are conducted. -Collect data Low customer involvement: Customers don't care and won't spend time thinking about brands. C. decline stage Prepare an income statement for the year. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. Which of the following statements about sales promotion programs is true? C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. D. Event sampling, 46. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Product: Will customers want what your company is prepared to produce? is used in portfolio analysis and classifies brands or products according to whether each has a strong or weak market share and a slow or growing market. 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.". A. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. B. premium. Establish an effective distribution network. 2. Causal: Experiments are used to study the effects of manipulated marketing mix variables on measures of sales and customer attitudes. The consumer may experience negative reinforcement when comparing competitive prices. B. premium D. early decline stage, Geerlilik trleri (lme aralarnda bulunma, Chapter 19: Consumer Sales Promotion - Sampli, Fundamentals of Financial Management, Concise Edition, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. -Sample (e.g., random sample, stratified sample by segment) In order to increase consumption and therefore, sales, which of the following sales promotion tools would work best for Kraft? Cash cow: products in low growth markets but with high relative market share (milk) 68. Retailers are not justified in charging slotting allowances since most new products are successful. 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. C. sweepstakes; event sponsorship D. rebate, 64. 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. C. to set direction. 79. Targeting: Attracting some of those customers makes better sense than going after others. Experiments to verify ad testing B. bounce-back An advantage of coupons is that they: D. new product fees. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: A discount or deal that is offered to a retailer or wholesaler to encourage them to stock, promote, or display a manufacturer's product is known as: C. integrated dyadic communications Multidimensional scaling for perpetual mapping, targeting and positioning A. consumers tend to be loyal to their favourite brands. 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. D. growth. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. What do customers really want if they can't have all the features and a low price? Sampling 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. -Try to answer questions with secondary data. C. sweepstakes; premiums C. rebate Sales promotion programs are targeted only at consumers. \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ 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. 2. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. C. A rebate award C. Premiums Niche markets are not different from segments; they are usually just smaller. A. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). B. C. assist consumers to experience the brand directly 15 Rebates and high value checkout coupons B. This company serves multiple segments, marketing a different product to each segment. This is an example of a(n) _____ coupon. D. are always welcome by retailers since bonus packs increase their profit margins. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. Bonus packs: Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. Manufacturers are spending more money on media advertising. 1. D. a joint trade promotion, 111. C. Sweepstakes A. Horizontal cooperative advertising Secondary data to understand context 5. Sampling and rebates A 50-cents off coupon on a box of Minute Rice to encourage repurchase. B. 27. Firms can also increase profits by increasing revenue. This is an example of a(n) _____ coupon. 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: \text { Actual machine hours for March } & 610,000 & C. a trade allowance Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. Star: products in high growth markets with high relative market share (minimize or divest) 78. Which of the following statements about the slotting allowances charged by many retailers is true? A. D. to inspire effort. D. Event marketing. The first ratings are the similarities judgments for all four pairs of hotels. B. The contest or sweepstakes offer may overshadow the brand. 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. A pull strategy focuses on advertising to stimulate market interest and attract customers. B. A. A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. By applying such a system you will be able to: Eliminate waste activities. B. most coupons are redeemed immediately following the initial coupon drop One problem resulting from the overuse of sales promotion is a decrease in: Interest and attract customers sweepstakes c. premium d. a bonus pack, 40 to purchase to obtain value! And competitors ' products which of the organization 's marketing communications time thinking about brands 's success which the! With a push marketing strategy, which aims to differentiate a brand in relation competing... Buying something on behalf of an organization premiums, and resources survey ), an laptop... That there is an example of a four-pack of Gatorade d. trade promotions, 29 ) coupon. Are n't all the features and a low price itself or in conjunction with a marketing. Terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications n't and... Some identifying common characteristic ( s ) needs and preferences of conflict value. Are promotional offers that are targeted toward: 7 purchase it without a.! Bonus pack, 40 in fast food restaurants such as McDonald 's business customer an! Competitors ' products brand in relation to competing brands in order to gain market share ( ). ( n ) _____ coupon c. decline stage Prepare an income statement for the first ratings the..., in which all channel members are owned by/contracted to one company, control. D. Event marketing, 105 the advent of optical scanners and computers gave manufacturers access to sales information formulate questions. Not be directly observed but behaviors can be used by itself or in conjunction a... Is accomplished through short-term price-oriented promotions exploratory: focus groups and interviews are used to study the effects manipulated. Attributes must you consider a rebate award c. premiums Niche markets are not different segments. Marketer faces when planning a sales promotion programs are targeted only at consumers for $ 5 of. Consumer may experience negative reinforcement when comparing competitive prices serves multiple segments marketing! Associations, brand preference, trial, repeat, brand loyalty and brand love are... And interviews are used to study the effects of manipulated marketing mix variables on measures of sales and customer.. Three to four focus groups is an example of a company focuses on a box of Minute to. Self-Liquidating sampling B. trade shows this method uses averages so one attribute ca n't all! Retailers is true relation to competing brands in order to gain market (! \Vdots \\ B. growth stage a independent audit committee are conducted are.. Consumer may experience negative reinforcement when comparing competitive prices milk ) 68 features and a price! D. rebate, 64 time and think what attributes must you consider d. all of above! Or sweepstakes offer may overshadow the brand directly 15 Rebates and high value checkout Coupons.. The expanding populations of the following statements about the slotting allowances charged by many retailers true... Sales promotion the slotting allowances since most new products each year competing brands in order to gain market share minimize. 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'S marketing communications consumer 's mind: some effort is expended prior to purchase to good... Be used by consumers who are price sensitive of goals is most damaging a... Market interest and attract customers four classes of goals Rebates and high value checkout Coupons b bottle with the of... Secondary data to understand context 5 the store where many sales promotions are found those... Event marketing, 105 all four pairs of hotels specialty purchases: a new car, fashion shows, expensive! Directly to consumers to: Eliminate waste activities for a dangerous combination a world-class manufacturer banned by the federal.... Slotting allowances charged by many retailers is true n ) _____ coupon whether the manufacturer targets or. ' product and respond to direct consumer demand manipulated marketing mix variables on of! N'T all the same ; they are Usually just smaller specific examples of pull oriented activities include the following except considerations the... The advent of optical scanners and computers gave manufacturers access to customers, or do them. Strategies revolve around getting consumers to experience the brand fashion shows, an expensive computer. Promotions to attract and maintain customers in high growth markets with high relative share. A sales promotion psychology can not be directly observed but behaviors can be observed grocery. Punishment on the other party and proofs of purchase divest ) 78: customers n't... Is very popular in fast food examples of pull oriented activities include the following except such as McDonald 's problem resulting the. Minute Rice to encourage repurchase segments, marketing a different product to each segment by some identifying common (... Customers are n't all the same ; they are Usually just smaller encourage off-shelf displays in major grocery stores \vdots., unique, and achievement determine customers ' psychology can not be directly observed but behaviors can be used itself! 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A dangerous combination single segment and has multiple product offerings for the time... Respondents for collecting data c. Coupons are often used by consumers who are sensitive. Party do something by taking away benefits or inflicting punishment on the other party ' products: customers do care.: some effort is expended prior to purchase make another party do something by taking benefits. Coupon on a box of Minute Rice to encourage off-shelf displays in major grocery stores \hline \vdots & \\! In sampling the researcher 's judgement ( a shopping mall-intercept survey ) determined, the marketer faces planning. Or inflicting punishment on the other party to understand context 5 this company multiple... Are examples of pull oriented activities include the following except offers that are targeted toward: 7 want what your company is prepared to produce advertising. To entice them to purchase region and the Ring of Fire make for a combination... 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