Diverting A. 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. 2. C. in/on packs Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. D. Event sampling, 46. A. C. horizontal cooperative advertising Diverting The next ratings cycle through each hotel asking how it rates on each of a number of attributes. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. Retailers are not justified in charging slotting allowances since most new products are successful. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. A. cost-covered C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. D. event sponsorship, 47. The oldest, most widely used, and most effective sales promotion tool is: Forward buying A. bonus pack B. Many attempts at one-to-one marketing have been cost ineffective. C. it may be too difficult to find a way to distribute the samples Every marketing decision should be based on facts and information. The buying process is consistent whether the buyer is a consumer or a business. C. Retailers have access to data concerning how quickly products turn over, and which products make money. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. B. 88. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. 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. A. coupon Place: Where and how will customers purchase your market offering? The customer then compares the brand on the next important attribute and so forth, until only one brand is left. Additional managerial commitment required D. the payoff is larger. Special pricing of 2 packages for $5 instead of the $2.89 regular price B. media advertising; sales promotions C. to set direction. \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ D. In-store coupons for $1.00 off Miracle Whip, 33. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). 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. B. off-price deal Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. 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? B. trade shows Influencer: the IT person who knows Brand X is cheaper. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. A. cross-ruff B. to maintain trade support for established brands. Types of Shopping: Business to Business (B2B). A. D. a rebate cooperative advertising, 109. B. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. C. maturity stage The "Intel Inside" logo which appears on many computers is an example of: D. Discount trading, 99. D. event marketing, 82. B. Ingredient-sponsored cooperative advertising is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. B. a trade allowance. D. Event sponsorships. 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. 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. Measures for marketing strategy are critical during both assessment and planning. Which of the following is NOT true regarding slotting fees or allowances? 49. 1. A. consumer franchise-building promotion Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: Development of objectives (e.g., target a specific market segment, increase market share) or identification of strategic issue (e.g., increased competition, decrease in sales) 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. Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. B. Niche markets are not different from segments; they are usually just smaller. C. subsidized 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. Self-liquidating sampling The first question is "How does our hotel rate?" B. trade promotions Which of the following statements about the slotting allowances charged by many retailers is true? D. Trade marketing, 17. C. the copy and layout of the coupon C. to set direction. D. Bonus packs. 83. They predict that the redemption rate will be 5%. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known One-to-one marketing is more expensive to implement but customer needs are better met. 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: Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. 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. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ E. Planning eliminates the need for effective leadership. Brands that make the cut on the first dimension go into the customer's consideration set. 77. B. decline The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. Brian's boss is explaining the concept of buying centers in B2B marketing. D. most consumers do not use coupons. D. transference charging, 98. Descriptive: Surveys and scanner data are used to obtain large-scale stats. D. A dish towel in a box of Tide laundry detergent, 70. Gray market conflict is unauthorized buying and selling among channel partners. There may be prose or poetry interpretation. D. magazines, 55. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Psychological /Psychographic segmentation variables are closely related to blank______. 2. 1. 3. Those important weights underpin how segments of customers differ. A. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. B. strengthen the brand image. 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. D. In-pack coupons for any variety of Breton crackers. D. On-package sampling. C. permit a brand to obtain prominent place where high traffic occurs. C. integrated dyadic communications Which of the following statements does NOT describe an aspect or characteristic of sales promotion? is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. B. definition of the data that a system has to track and report on. C. more effort is required. D. bounce back coupon, 81. Positioning: Communicate your benefits clearly to your intended customers. A. Vertical cooperative advertising 35. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. C. spiffs What do they stand for? C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. c. vigilantism. Geographic distinctions between customers have also been used to segment markets. D. marketers are offering consumers more promotions to attract and maintain customers. B. bounce back There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. D. to differentiate a brand through image enhancement. 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. \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. High value checkout coupons His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. D. rebate, 64. What do customers really want if they can't have all the features and a low price? Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. A. retailer power Specialty purchases: A new car, fashion shows, an expensive laptop computer. An effective premium is one that: C. Premiums and sweepstakes Tweaks in the 4Ps may change our core business. Lynch Company manufactures and sells a single product. C. to encourage the trade to display and support established brands. C. are very effective even without brand name awareness D. instant, 59. Sampling through the media A. Horizontal cooperative advertising C. Orange Crush. D. Retailers are not happy having to purchase large amounts of product to support the promotion. _____ 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. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. D. Discount trading, 100. \end{array} Accountability marketing Material movement. A. D. Slotting allowances are illegal and banned by the federal government. 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. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. C. premium To obtain trial of a new brand A. consumer promotions; media advertising 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. 27. B. Monies that must be paid to a retailer so they will take on a company's new product are known as: Which of the following statements about the coordination of advertising and sales promotion efforts is true? B. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. Incentive marketing D. $150,000, 53. A. In order to increase consumption and therefore, sales, which of the following sales promotion tools would work best for Kraft? Revenue can be increased by changing price or through an increase in volume. A. 3. 51. Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. D. Trade promotions, 29. Conjoint for new products This discount will be deducted straight from the bill. A. it cannot be broken down into small sizes B. A. bounce-back C. Sponsorship of the local Easter parade MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. Which of the following statements about on-package sampling is NOT true? 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. \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ A. coupons D. rebate. 5. B. This form of performance-based assessment can take time, so there . Exploratory: Focus groups and interviews are used to formulate marketing questions. B. bounce-back Rebates are used only for consumer durables such as automobiles and appliances. C. Consumers pocket most of the savings from trade promotion discounts. Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. D. Support advertising, 108. This is an example of: D. 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