Channel power/leadership allows control of conflict by domination of the channel by one partner. A. forward buying Sundance Solar Company operates two factories. A. off-invoice allowance D. Contests/sweepstakes. D. aggregated, 107. -Design primary data collection. 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. D. contests; rebates, 72. 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: 6. The increase of brand loyalty in many product categories A. cooperative advertising 15% B. Coupons are an effective way of generating trial of a new product. 4. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. 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. Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) b Assembly activities. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? 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. 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) Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country. If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. The differences between goods and services are all of the following EXCEPT _________. 4. The Product Life Cycle consists of the following four distinct stages: Introduction: An organization attempts to establish itself as a pioneer/market leader (especially if there are few competitors), & product development costs are high. A. Price-off deals 80. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ C. 24% Door-to-door sampling D. Trade promotions, 29. Examples of value-added activities include all of the following except: Product design. The contest or sweepstakes offer may overshadow the brand. If a brand is strong on one attribute and average on another, it will still dominate a brand that was just average on all its attributes. Red Bull Energy Drink. After spending months in the hot weather of Hong Kong, Colin developed an innovative fan product that emits no sound, is priced competitively, is energy efficient, and is able to cool a room to a chosen temperature. A. B. contest; sweepstakes Firms can increase profits by decreasing costs. Effective Segmentation allows access to customers C. maturity The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. A. it cannot be broken down into small sizes Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. C. Image advertising Dog: products in low growth markets and with low relative market share (optimize or hold) C. Contests and sweepstakes Premiums In positioning, the marketing department creates an image for the product based on its intended audience. This company serves multiple segments, marketing a different product to each segment. Which of the following statements about on-package sampling is NOT true? B. A. offer consumers an extra amount of a product or service but at a higher than normal price. 5. B. C. Everyday low pricing B. Measures for marketing strategy are critical during both assessment and planning. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards D. growth. 4Ps: B. premium. The first question is "How does our hotel rate?" New usage suggestions This is an example of a: distribution channel is a network of inter-connected firms that provide sellers a means of infusing the marketplace with their goods, and buyers a means of purchasing those goods as efficiently and profitably as possible. B. direct mail Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? The redemption rate for refunds is lower than that for coupons because: When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. 88. Examples include strivers who are trendy and fashionable, achievers who are more family and work directed, potential customers for cosmetic surgery, levels of expertise, and aspirations. And how important are each of these attributes? This is an example of: Vertical conflict is among partners at different levels in the channel. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. B. horizontal cooperative advertising D. Support advertising, 108. B. slotting fee C. A trade show D. same purchase, 60. D. the payoff is larger. Diverting Couponing His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: A. Lower cost 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? 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. A. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. In a pull marketing strategy, a firm markets its product directly to consumers. This is an example of a(n) _____ coupon. Consumer-oriented sales promotions are part of a promotional ______ strategy. 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. B. A. contests; sweepstakes C. A rebate award b. A. D) Ensure that the audit firm is independent. C. Location sampling _____ 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. 79. This form of performance-based assessment can take time, so there . B. One problem resulting from the overuse of sales promotion is a decrease in: A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. A. cost-covered The pairs of means are used to plot the attributes in a two-dimensional space. B. build and maintain store equity for retailers that carry the Eastern Canadian brand C) Ensure that there is an independent audit committee. Promotion: What can you tell your customers, or do for them, to entice them to purchase? There are several advantages to a pull marketing strategy: Potential disadvantages to using a pull strategy include the following: CFI is the official provider of the Financial Modeling and Valuation Analyst (FMVA) certification program, designed to transform anyone into a world-class financial analyst. Seven Popular Marketing Research Techniques, 1. 2. B. price-off deal Which of the following sales promotion tools work best for Kellogg's? \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. C. integrated dyadic communications A. bonus pack Incentive marketing Exploratory, Descriptive, Causal C. permit a brand to obtain prominent place where high traffic occurs. _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. B. a trade allowance. 95. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. 15 No scanner data are prevalent for businesses. 76. Match the following terms with the descriptions below. A. In-store sampling A. build brand loyalty D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. 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. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. 97. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: Which of the following statements about the use of premiums as a sales promotion tool is true? They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. D. A dish towel in a box of Tide laundry detergent, 70. B. maturity stage Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. D. There is no general number associated with coupon redemption. -Technique When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: Observational data to check on competitors _____ 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. B. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. C. Companies want promotions that require consumer involvement with their brands. C. same purchase Rebates are used only for consumer durables such as automobiles and appliances. Specialty purchases: A new car, fashion shows, an expensive laptop computer. B) Ensure that the audit team is independent. B. beer C. an off-invoice allowance. A. distracts consumers from the firm's main reason for existing D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. D. a spiff. C. push money. 4. A. push money C. Sweepstakes Which of the following statements about the slotting allowances charged by many retailers is true? Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. Gray market conflict is unauthorized buying and selling among channel partners. This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). made in the store. Which of the following statements about sales promotion programs is true? 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. 113. 50. 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. Colin recently launched a new product the Fanner 3000. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. B. a slotting allowance. Targeting: Attracting some of those customers makes better sense than going after others. Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. D. Event marketing, 105. This is an example of: A. D. A price reduction of $5 on a pair of Lee jeans. C. decline stage Establish an effective distribution network. C. Bonus packs, trade allowances, and slotting fees What is the total cost of the coupon promotion to Uncle Ben's? _____ is generally considered the most effective method for generating trial of a new product. A. 85. B. Contests Behaviors are important because they help marketers predict future purchasing. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. D. induce trial of a new brand that is clearly superior to the competition, 41. B. C. $75,000 Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. Development of strategic alternatives Fewer clusters means greater heterogeneity within a cluster. 94. C. sweepstakes; premiums C. induces one-time trial purchase of a brand for which there is low awareness 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. B. to maintain trade support for established brands. Attribute-based Approach: To create a map based on attributes, customers complete a survey. _____ 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. Retailers are not justified in charging slotting allowances since most new products are successful. B. ingredient-sponsored cooperative advertising A. Tailoring Strategy: Customizing For Segments. Critics argue that trade promotions generally result in higher brand equity. 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: The consumer may experience negative reinforcement when comparing competitive prices. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. Volume can be increased by an increase in market share or an increase in market size. D. instant, 59. C. high-involvement sales promotion Positioning studies are used to understand how customers view a business in the marketplace. D. contest; rebate, 71. B. nonfranchise-building promotion A business customer is an agent buying something on behalf of an organization. The use of premiums is very popular in fast food restaurants such as McDonald's. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. 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