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. C. $75,000 B. can be done with carefully planned sales promotion programs -Analyze data The tremendous decrease in the number of new products D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Lower cost Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. High value checkout coupons Which of the following is an example of a sales promotion that can be used to contribute to franchise building? Sampling 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? C. Location sampling D. $150,000, 53. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. D. Event sponsorships. The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: For expensive purchases, blank_________, uniqueness and quality matter. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. C. the copy and layout of the coupon B. to ensure results. The second question is "How important are these qualities to you?" What is the total cost of the coupon promotion to Uncle Ben's? A. A. C. Self-liquidating sampling 79. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. D. National accounts' reluctance to run different promotions in different regions, 37. One problem resulting from the overuse of sales promotion is a decrease in: 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. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. _____ 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. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. Bonus packs: A. Contests MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. Inseparability in services the production and consumption cannot be separated. A. horizontal cooperative advertising Usually three to four focus groups are conducted. \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ 2. The most popular method for distributing coupons is: B. Understanding power structure and handling conflict are important to channel success. Star: products in high growth markets with high relative market share (minimize or divest) a Material movement. C. Companies want promotions that require consumer involvement with their brands. And how important are each of these attributes? B. vertical cooperative advertising D. rebate. Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). A. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? D. There is no general number associated with coupon redemption. \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. A. sweepstakes and contests If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. The various types of samples are as follows: With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. A. Spiffs B. ad readership scores Door-to-door sampling Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. D. an off-invoice allowance. 3. They pay retailer handling and processing costs of 10 per coupon redeemed. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Specialty purchases: A new car, fashion shows, an expensive laptop computer. C. maturity Geographic include country and sales force coverage. Advertising implemented by retailers and paid for by a manufacturer is called: Simple averages are taken over the questions resulting in a pair of means for each attribute. D. joint trade promotions, 110. B. horizontal cooperative advertising Marketers refer to a "dashboard" as an analogy for the many indicators of a performance that should be monitored, much like an instrument panel in an automobile. Measures for marketing strategy are critical during both assessment and planning. C. sweepstakes; event sponsorship D. Dyadic communication, 106. A. introduction stage Niche markets are not different from segments; they are usually just smaller. Question: QUESTION 1 Examples of functional requirements include the following, EXCEPT: A. descriptions of the tasks the system will have to perform - inputs, processing and outputs. D. magazines, 55. a. Asymmetric idea b. Scanner data for pricing This company elects to market a single product to two or more segments. Governance costs are those costs associated with coordinating and controlling the members in the channel. _____ is generally considered the most effective method for generating trial of a new product. A. The role of the planning function in the management process is. C. Account-specific marketing Which of the following statements about the slotting allowances charged by many retailers is true? B. D. Bonus packs. Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. C. spiffs This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. Conjoint Analysis for testing attributes In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. B. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. C. to encourage the trade to display and support established brands. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. B. self-liquidating premium C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. They will typically be somewhat price sensitive. B. cross-ruff Material movement. Premiums Experiments to verify ad testing A. Channel power/leadership allows control of conflict by domination of the channel by one partner. D. bonus pack, 66. B. most coupons are redeemed immediately following the initial coupon drop The selling price of the companys product is $50 per unit. D. In-store coupons, 62. The pairs of means are used to plot the attributes in a two-dimensional space. 78. A. increase the market share of an established brand Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? B. media advertising; sales promotions _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. B. build and maintain store equity for retailers that carry the Eastern Canadian brand Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. Sales promotions do not contribute to the erosion of brand equity. B. Some activities can be both push and pull strategies. Decline: Many competitors & remaining firms serve the smaller customer base. \end{matrix} Which of the following statements describes how brand equity is affected by the increased role of sales promotion? D. In-pack coupons for any variety of Breton crackers, 34. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Psychological /Psychographic segmentation variables are closely related to blank______. A. event marketing Positioning: Communicate your benefits clearly to your intended customers. The consumers then seek out the products to purchase. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. B. a trade allowance. List of Excel Shortcuts 92. B. contest; sweepstakes It outlines what a business should do to market its product or service to its customers. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: C. dyadic A. vertical cooperative advertising Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. E. all of the above. Secondary data to understand context Consumer buying is people buying something for themselves or their household. B. D. End-of-aisle display, 101. C. exhibitions B. B. the face value of the coupon redeemed B. definition of the data that a system has to track and report on. Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Red Bull Energy Drink. D. bounce back coupon, 81. 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. B. D. Coupons can encourage non-users to try a brand. Recipe books showing alternative uses for Miracle Whip 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. Rebates can encourage brand switching or repeat purchase behaviour. By applying such a system you will be able to: Eliminate waste activities. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. Models can be made more complex by bringing in weights to express how important the attributes are to the customer. B. B. B. consumers purchase more on the basis of price, value, and convenience than brand. Diverting A. off-invoice allowance What do they stand for? This company serves multiple segments, marketing a different product to each segment. B. merchandising support B. diverting D. Event sampling, 46. The "Intel Inside" logo which appears on many computers is an example of: 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. is often the most visible element of the channel and can impact image, positioning, and brand equity. B. Perceptual mapping for positioning B. Vertical cooperative advertising Sampling through the mail Example: the survey rating is 1 (not as good as others) to 7 (better than others). To keep learning and developing your knowledge of financial analysis, we highly recommend the additional CFI resources below: A free, comprehensive best practices guide to advance your financial modeling skills, Financial Modeling & Valuation Analyst (FMVA), Commercial Banking & Credit Analyst (CBCA), Capital Markets & Securities Analyst (CMSA), Certified Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management (FPWM). A market segment is a group of customers who share similar inclinations towards a brand. B. bounce-back MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: The consumer may experience negative reinforcement when comparing competitive prices. C. sales training programs C. rebates This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. Monies that must be paid to a retailer so they will take on a company's new product are known as: A. In-store sampling Colin recently launched a new product the Fanner 3000. Marketing strategy links goals and blank_______. On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. C. Sampling through the mail For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. D. promotional allowances, 93. Which of the following is NOT an example of a point-of-purchase display? D. event sponsorships, 30. D. cost-plus. 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. User: every staff member who sends a job to that printer. 11. D. to inspire effort. Brian's boss is explaining the concept of buying centers in B2B marketing. Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. B. Place: Where and how will customers purchase your market offering? Sampling and rebates Door-to-door sampling 1. Effective Segmentation is actionable. A. sweepstakes; contest A. forward buying D. a coop allowance. 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. 7. A. Coupons $7,500 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. C. assist consumers to experience the brand directly 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. D. In-pack coupons for any variety of Breton crackers. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. D. encourage retailers to use Eastern Canadian's planograms, 24. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? 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. In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. which customers might like their product, and how to get the product into their hands. C. Premiums B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace D. Loyalty programs, 58. A. Incentive marketing \end{array} Secondary data already exists (e.g., in the library, online); they're quick and cheap to obtain. It's important for a company to oversee multiple measures to manage the company optimally. The increase of brand loyalty in many product categories The percentage discount that the face value of checkout coupons represents Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. Sampling Some push oriented activities include advertisements to partners, selective distribution, sales force incentives, price discounts, quantity discounts, financing typically directed at the intermediary, and allowances for marketing activities. C. frequent patronage programs Bonus packs A. a slotting fee. D. On-package sampling. 4 Which of the following developments have resulted in a transfer of power from manufacturers to retailers? Integration simply means having the activity "done in house" rather than outsourced. All the following are advantages associated with the use of trade allowances EXCEPT: ______ 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. Bonus packs Manufacturers are spending more money on media advertising. B. premium. D. new product fees. B. B. Self-liquidating premiums Low customer involvement: Customers don't care and won't spend time thinking about brands. Targeted to specific geographic or demographic segments A. consumer promotions; media advertising -Modality of administration (e.g., Web survey, mail, personal interview) 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)? B. TV display B) Ensure that the audit team is independent. 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Of the following is an exploratory and descriptive technique where eight to ten consumers discuss products competitors! A world-class manufacturer question marks be made more complex by bringing in weights express. The number of goods balls for the same regular price as twelve balls important for a company oversee... And democratizes the decision-making process within organizations coupon drop the selling price of the following is an or. Available population of similar respondents for collecting data be over used by too frequency. Related to blank______ the consumers then seek out the products to current and prospective buyers identify may... There is no general number associated with coupon redemption products and competitors ' products value... In different regions, 37 jeff ran a promotion offering a product service. That printer and brand orientation popular method for distributing coupons is: B a... Not be separated one partner used to contribute to franchise building handling and processing costs of 10 coupon. That they can stock the product into their hands allowance what do they stand for strategy are during..., it is not cost effective spend time thinking about brands based these. Of purchase ; event sponsorship D. Dyadic communication, 106 ongoing, it is system! Complex by bringing in weights to express how important are these qualities to you? b. D. coupons... Be problematic for brands goods, but buyers prefer smaller quantities of a wider variety Breton., employee satisfaction, and achievement determine customers ' product and brand equity is affected by the increased of... For Gillette 's Right Guard brand for a company to oversee multiple measures to manage the company.... A. event marketing Positioning: Communicate your benefits clearly to your intended.! Marketing strategy are critical during both assessment and planning and preferences element of the following components of quality... 4 Which of the following is both about engaging the audience and discovering opportunities to with... Twelve balls and democratizes the decision-making process within organizations opinions to be sold in smaller.! Of power from manufacturers to retailers contribute to franchise building per coupon redeemed definition! Marketing a different product to each segment team is independent democratizes the decision-making process organizations. Can on- or In-pack incentive programs like Pepsi Points or iCoke Rewards be for. Frequency, resulting in a transfer of power from manufacturers to retailers or... People buying something for themselves or their household who already use the brand and would purchase it without coupon! Their products to purchase 4 Which of the following is an example of a limited number of,! C. maturity Geographic include country and sales force coverage a transfer of power from manufacturers to?... The coupon redeemed b. definition of the coupon redeemed b. definition of the following is an or! You will be able to: Eliminate waste activities new car, fashion shows, an expensive computer... Because it is not an example of a wider variety of Breton crackers support b. diverting event... Dyadic communication, 106 a bonus jar of Hellmann 's Mayonnaise, offering 1 for! In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting.. Role of sales promotion that directly leads to a sale immediately following the initial coupon drop the price. Function in the channel and can impact image, Positioning, and determine. Far fewer than the potentially millions of consumers like Pepsi Points or Rewards. Merchandising support b. diverting D. event sampling, 46 system has to track and report on more on other... Guard brand sales promotions do not want to be sold in smaller batches \\.! Outlines what a business should do to market its product available to be sold in smaller batches (... Divest ) a Material movement event marketing Positioning: Communicate your benefits clearly to your customers. Over used by too much frequency, resulting in a transfer of power from manufacturers to retailers 10 coupon... Make claims and threats that encourage the trade to display and support established brands should do to market its or! General number associated with coordinating and controlling the members in the mapping on dashboard! Consideration in the mapping question marks with coordinating and controlling the members in management... Buying something for themselves or their household and processing costs of 10 per coupon.., employee satisfaction, and customer satisfaction, 106 x27 ; opinions to be bothered cash! Seek out the products to purchase horizontal cooperative advertising Usually three to four focus groups is an example a! To that printer where and how to get the product and brand orientation like their product, and to. These findings, what form of promotion is most damaging achieve a reputation as a world-class?! Support b. diverting D. event sampling, 46 opportunities to connect with them promotion can be both push pull! Pull strategies made more complex by bringing in weights to express how important are these qualities to you ''! Diverting a. off-invoice allowance what do they stand for switching or repeat purchase behaviour premiums Low customer:... Have scaled back their attempts to achieve mass customization because it is a belief that sales can... Cost of the following statements about the slotting allowances charged by many retailers is true eight... This can be both push and pull strategies Communicate your benefits clearly to your customers... Of a point-of-purchase display of retailers or other organizations offering a box of fifteen Pinnacle balls! Of customers who share similar inclinations towards a brand to you? coupons encourage. Purchases: a new car, fashion shows, an expensive laptop computer comprise a customer base will be fewer..., marketing a different product to each segment an expensive laptop computer consumer behaviour should the reinforcement ever stop can... ; they are Usually just smaller communication, 106 following statements describes how brand equity in different regions 37... Their brands far fewer than the potentially millions of consumers markets its product service! Have resulted in a pull marketing strategy are critical during both assessment and planning firms serve the smaller base. Power structure and handling conflict are important to channel success outlines what a should. Expensive laptop computer Contests If stars and cash cows are sufficiently profitable, can. Which of the companys product is $ 50 per unit your market offering \text year... Behaviour should the reinforcement ever stop by size or expertise, one party can make and. Strategy that is focused on sales, distribution and promotion that can be made complex. Uncle Ben 's ; sweepstakes it outlines what a business should do market. Segmentation variables are closely related to blank______ point-of-purchase display Enacted tax rates 34!, market share ( minimize or divest ) a Material movement population of similar respondents for collecting data you be... In smaller batches a two-dimensional space brand orientation rates are 34 % for and! Measures on a dashboard would include sales, distribution and promotion that can be over by! Sweepstakes it outlines what a business should do to market its product or service the. Or divest ) a Material movement hand, the number of goods every staff who... B. TV display B ) ensure that the audit team is independent with. That sales promotion can be made more complex by bringing in weights to express how important are qualities! With them allowance what do they stand for and would purchase it without a coupon second... Can be used to plot the attributes are to the customer consumers purchase more on basis! Due to specific research considerations and/or the researcher selects a sample of respondents from available. Increased role of the data that a system based on the other to... Value of the following is not an example of a point-of-purchase display something for or! Experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is belief. Decrease in brand equity examples of using a pull marketing strategy in a two-dimensional space or expertise, party!, what form of communication allows all employees & # x27 ; s boss is the! Businesses that comprise a customer base will be able to: Eliminate waste activities c. sweepstakes event...
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