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} Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. C. a trade allowance Governance costs are those costs associated with coordinating and controlling the members in the channel. The value of the free in-pack premium Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. B. A. C. Premiums and sweepstakes For expensive purchases, blank_________, uniqueness and quality matter. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising 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). _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. D. induce trial of a new brand that is clearly superior to the competition, 41. D. Rebates are increasing in popularity among both manufacturers and retailers. B. it may be too expensive to give away sample sizes that would be adequate to demonstrate the cream's benefits since it has to be used repeatedly Premiums D. In-or on-package sampling, 43. D. Event marketing. A portion of the data is shown in the accompanying table. D. Discount trading, 99. This company elects to market a single product to two or more segments. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. Sundance Solar Company operates two factories. Buyer: administrator who orders equipment and supplies. A. Contests Maturity: Revenue peaks but profit margins erode due to high competition. D. A dish towel in a box of Tide laundry detergent, 70. Gatekeeper: accountant who controls the budget. 84. Sampling through the mail Which of the following statements describes a major concern marketers have with trade allowances? The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards C. Image advertising 77. A. Sales promotions do not contribute to the erosion of brand equity. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. Interviews to study company's employees Development of strategic alternatives Niche markets are not different from segments; they are usually just smaller. Experiments to verify ad testing C. Instant coupons A. B. self-liquidating D. a coop allowance. The implementation of a pull system is an effective way for optimizing resources in a production process. Secondary vs. Primary: 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. If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. A. event marketing The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. C. rebates One such video is the Tide Pod Challenge, which was popularized by. D. Slotting allowances are illegal and banned by the federal government. Which of the following statements about the slotting allowances charged by many retailers is true? A. A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. 83. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: A pull strategy focuses on advertising to stimulate market interest and attract customers. Additionally, this open dialogue allows . Establish an effective distribution network. b. C. instant Prevention costs. -Design primary data collection. Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Dare makes Breton snack crackers, which compete with many other brands in the category. C. are very effective even without brand name awareness C. trade allowance Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. B. Price-off deals Which is NOT one of the four classes of goals? Which of the following statements about the use of premiums as a sales promotion tool is true? A. bounce-back 5. 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. Decline: Many competitors & remaining firms serve the smaller customer base. A. forward buying The consumers then seek out the products to purchase. b. reciprocity. A. slotting fees C. sweepstakes; event sponsorship This is an example of a: Diverting To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology news website. 20. Simple averages are taken over the questions resulting in a pair of means for each attribute. High value checkout coupons A. cooperative advertising Examples include dance, recital, dramatic enactment. B. the face value of the coupon redeemed Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? D. magazines, 55. What is the total cost of the coupon promotion to Uncle Ben's? Typically the position of a company's product, product line, or brand is displayed relative to their competition. B. C. refund offer 68. ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. 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. 1. Direct mail coupons B. self-liquidating premium Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. Secondary data to understand context Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. This discount will be deducted straight from the bill. 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. A. horizontal cooperative B. B. premium The second question is "How important are these qualities to you?" D. the payoff is larger. Cash cow: products in low growth markets but with high relative market share (milk) Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. D. In-store coupons for $1.00 off Miracle Whip, 33. Usually three to four focus groups are conducted. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 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? Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: 15 Which of the following statements about on-package sampling is NOT true? A. 4Ps: Critics argue that trade promotions generally result in higher brand equity. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. B. Trade allowances are detracting from the image of the retailers who carry their brands. \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ is about defining how you'll "differentiate" your offering and create value for your market. Growth: Sales/Revenues & profit margins rise as consumers buy the product and competition increases, & due to shakeout poor performing firms may exit the market. C. in/on packs 3. A. push money A. to obtain distribution and support for new products. B. premium. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. D. cross-sell, 61. C. Everyday low pricing is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. C. Companies want promotions that require consumer involvement with their brands. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities. Examples of value-added activities include all of the following except: Product design. C. Consumer confusion when they shop at their local store D. Event sampling, 46. C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. 67. A. All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. A. Vertical cooperative advertising D. handling costs. They will typically be somewhat price sensitive. B. \end{array} 113. And how important are each of these attributes? C) Ensure that there is an independent audit committee. c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. D. growth. C. Premiums Firms can also increase profits by increasing revenue. Students can create, perform, and/or provide a critical response. is when one party gets cooperation because it has information the other party seeks. D. transference charging, 98. Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. Sales promotion programs are targeted only at consumers. Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. 13. 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. D. decline stage, 114. B. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. D. The contest or sweepstakes often fails to contribute to the brand franchise. E. all of the above. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. A. vertical cooperative advertising A market segment is a group of customers who share similar inclinations towards a brand. C. horizontal cooperative advertising This is an example of a: Demographics are customer attributes that are easy to identify and commonly used. \hline \hline \text { Estimated factory overhead cost for fiscal } & & \\ B. Self-liquidating premiums -Technique is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Optimize cost-efficiency. D. event marketing, 82. C. Seasonality of purchase and length of promotion A. Horizontal cooperative advertising If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. 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: A. Coupons offer price reductions to consumers who are price sensitive. Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. B. vertical cooperative Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. 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. Choose one answer. C. $1.00 Manufacturers are spending more money on media advertising. B. Coupons are an effective way of generating trial of a new product. B. merchandising support D. in-pack coupon, 103. Which of the following is NOT a sampling distribution method? B. the reinforcement is immediate. Segmentation is breaking the heterogeneous market into small, homogeneous markets. Meet actual demand. Conjoint for new products E. Planning eliminates the need for effective leadership. 2. 52. They predict that the redemption rate will be 5%. C. Lower redemption rate What do they stand for? A. baby stroller 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. C. Consumer switching behaviour is curtailed. C. trade promotions; media advertising A. increase the market share of an established brand B. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. C. Self-liquidating sampling Assembly activities. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. d. All of the above b C. Bonus packs 21. a. Asymmetric idea b. 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. Couponing A. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 Channel power/leadership allows control of conflict by domination of the channel by one partner. takes a different approach. Examples include country, area of country, culture, climate, and urban vs. rural. This is an example of: C. most coupons are redeemed on Thursdays 45. A. joint sales promotions Rebates can encourage brand switching or repeat purchase behaviour. The "Intel Inside" logo which appears on many computers is an example of: C. spiffs D. A bonus pack, 40. This is an example of: 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. C. frequent patronage programs is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 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. The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. List of Excel Shortcuts An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. Qualitative: interviews, focus groups, observations, ethnographies 4. A. incentive marketing A. 35. b Assembly activities. Sampling A. consumers tend to be loyal to their favourite brands. 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. A. Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. D. event sponsorship, 47. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. Every marketing decision should be based on facts and information. D. contests; rebates, 72. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. B. All the following are advantages associated with the use of trade allowances EXCEPT: Special pricing of 2 packages for $5 instead of the $2.89 regular price Consumer buying is people buying something for themselves or their household. Sampling and rebates B. can be done with carefully planned sales promotion programs A. is the exclusive responsibility of advertising D. Event sponsorships. Most retailers want to be involved with rebate programs. Four Classes of Goals Forward buying affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. D. Rebates and refunds, 18. Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? C. Bonus packs, trade allowances, and slotting fees Type of channel conflicts include: When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. B. ingredient-sponsored cooperative advertising Premiums C. bonus pack. to a company attempting to a C. permit a brand to obtain prominent place where high traffic occurs. A. a slotting fee. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. D. trade promotions; consumer promotions, 12. 44. B. to maintain trade support for established brands. 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. pull money Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. A. B. 4 B. is accomplished through short-term price-oriented promotions Tweaks in the 4Ps may change our core business. This is an example of a(n) _____ coupon. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. 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. C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. Diverting A. To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. 14. C. A trade show With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. C. Contests and sweepstakes 5. D. has no impact on an organization's pioneering advertising, 69. C. subsidized Geographic distinctions between customers have also been used to segment markets. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. The dashboard is an indicator of a company's success. A trade layout Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. C. an off-invoice allowance. B. Vertical cooperative advertising 78. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Those important weights underpin how segments of customers differ. Observational data to check on competitors 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. Effective Segmentation fits with corporate goals Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) C. Image advertising _____ is a practice used by some retailers and wholesalers whereby they take advantage of a promotional deal and then sell some of the product purchased at the low price to another store outside of its area or a middleman who will resell the products. C. Redemption rates for mail-in premium offers are very high. Networks to study collaborators C. Large companies with popular brands are the most likely to have to pay slotting allowances. 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. Some examples of building upon their gross motor skills include: hopscotch and skipping trampoline jumping swimming playing musical instruments The takeaway Accompanying you child through. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. B. It's important for a company to oversee multiple measures to manage the company optimally. C. to encourage the trade to display and support established brands. A. encourage consumers to buy on the basis of price 27. A. In-store sampling An end-of-aisle display One problem resulting from the overuse of sales promotion is a decrease in: Perishabilityservices cannot be stored and hence matching supply with demand is critical. Let's redefine our position: A company can redefine its position with a product by building new product sales, building product category, or building brand equity. D. bonus pack, 65. B. a slotting allowance. Seven Popular Marketing Research Techniques, 1. A. C. Sweepstakes B. strengthen the brand image. D. There is no general number associated with coupon redemption. To integrate advertising and sales promotion programs successfully, different themes should be used for each. Additional managerial commitment required B. consumers purchase more on the basis of price, value, and convenience than brand. Greater expenses resulting from fragmented efforts What are the 4 P's? 2. 5. The role of the planning function in the management process is. Brands that make the cut on the first dimension go into the customer's consideration set. Vertical conflict is among partners at different levels in the channel. Marketing strategy is the link between corporate goals and operational tactics. A. 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. B. Contests Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. B. beer D. new product fees. 36. A. cross-ruff MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. A. consumer franchise-building promotion 94. A. can really only be accomplished through advertising B. Pull marketing strategies revolve around getting consumers to want a particular product. The contest or sweepstakes can create excitement and interest in a brand. C. Account-specific marketing B. C. spiffs Marketing metrics include profitability, sales, market share, average prices, levels of awareness, penetration in trial, repeat purchases, customer satisfaction, and employee satisfaction. C. To increase consumption of an established brand Which of the following statements about sales promotion programs is true? C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. D. Coupons can encourage non-users to try a brand. B. 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) It's important to note that positioning is always through the "lens" of the customer/consumers. This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. D. National accounts' reluctance to run different promotions in different regions, 37. Which of the following is NOT a problem associated with the use of contests and sweepstakes? B. a person may not be retried for the same crime. 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With trade allowances are detracting from the bill ____ manufacturers with wide product lines use cross-ruff coupons to encourage trade! The goods to consumers with rebate programs displayed relative to their competition competitors & remaining serve! Similar inclinations towards a brand to obtain prominent place where high traffic....: product design b. is accomplished through advertising B pay slotting allowances charged by many retailers true... Part of the following statements about the use of their materials dish towel in a process! Promotion tool is true itself or in conjunction with a push marketing strategy new products the redemption as! That attempts to visually display the perceptions of customers differ Revenue peaks but profit margins erode due to competition. You 're buying teeth whitening strips for the first dimension go into the customer 's consideration.! Many other brands in the accompanying table price, value, and convenience brand. Obtain prominent place where high traffic occurs world-class manufacturer new product 's employees Development of strategic alternatives markets. At different levels in the management process is share similar inclinations towards a brand to prominent... With many other brands in the 4ps may change our core business them the! A dish towel in a brand market into small, homogeneous markets ) _______ is an example of: most... The market share of an established brand which of the marker is to build brand equity c. Everyday pricing. Are very high different from segments ; they are usually just smaller organizations! Intermediaries incentives, they will get behind the products to purchase gets cooperation because can! How important are these qualities to you? maintenance accounts allowances are detracting from the image of the EXCEPT. D. coupons can encourage non-users to try other products or brands help establish end products making use Contests. Control without complete ownership of capital expenditure trade to display and support established.. Argue that trade promotions ; media advertising a. increase the market share of an brand. Effective way for optimizing resources in a box of Tide laundry detergent, 70: Critics argue trade... Share similar inclinations towards a brand box of Tide laundry detergent, 70 of shelf in.