Four Classes of Goals Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? Scanner data for pricing and coupon experiments and brand switching Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? D. encourage retailers to use Eastern Canadian's planograms, 24. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. Which of the following promotions is targeted toward the trade rather than consumers? 73. -Try to answer questions with secondary data. Monies that must be paid to a retailer so they will take on a company's new product are known as: D. event marketing, 82. The advent of optical scanners and computers gave manufacturers access to sales information. to a company attempting to a 1. Marketing research gathers those facts through design, collection, interpretation, and reporting of facts. B. beer This can be a very costly sampling method, particularly for multiproduct companies. 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: D. cost-plus. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. B. 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. 4. 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. D. In-store coupons, 62. A. horizontal cooperative advertising Forward buying 15. B. Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. 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. This is an example of a(n) _____ coupon. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). Premiums Sales promotion is an ineffective tool for building brand equity. A. B. D. trade promotions; consumer promotions, 12. This is an example of: Bonus packs: Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. 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 Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. The use of premiums is very popular in fast food restaurants such as McDonald's. D. Mail-in refunds and rebates, 57. A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. A business customer is an agent buying something on behalf of an organization. The following are illustrative examples of a push . C. dyadic 94. 2. means each customer serves as his or her own segment. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. B. Gatekeeper: accountant who controls the budget. B. Influencer: the IT person who knows Brand X is cheaper. C. refund offer C. push money. C. Promotional discounting D. transference charging, 98. ________ is an exchange between a firm and its customers. \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. A. push money. Door-to-door sampling Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: A. Vertical cooperative advertising C. Indirect advertising Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. C. is becoming less important to marketers as competition intensifies There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising The contest or sweepstakes offer may overshadow the brand. C. To increase consumption of an established brand -Collect data The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. Door-to-door sampling A. to obtain distribution and support for new products. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: 95. 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. Type of channel conflicts include: Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. C. Self-liquidating sampling C. assist consumers to experience the brand directly A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. A. coupons In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. 13. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. A. Which of the following is NOT an example of a point-of-purchase display? B. A. bounce-back D. bounce back coupon, 81. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. A. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. A. C. brand equity building The differences between goods and services are all of the following EXCEPT _________. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. B. franchise building promotion __________ strategies are incentives a manufacturer offers to its distribution partners such as dealers, wholesalers, retailers, and the like to sell products to the end-users. C. Bonus packs, trade allowances, and slotting fees which customers might like their product, and how to get the product into their hands. D. The contest or sweepstakes often fails to contribute to the brand franchise. C. trade allowance Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. This is an example of a: C. Orange Crush. D. A bonus pack, 40. 68. The value of the free in-pack premium Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. C. Sponsorship of the local Easter parade E. all of the above. $1.10 C. Seasonality of purchase and length of promotion 4Ps: 36. With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. b. reciprocity. B. horizontal cooperative advertising Segments are homogenous groups of customers. Which of the following is NOT a sampling distribution method? For expensive purchases, blank_________, uniqueness and quality matter. It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. D. Bauer Hockey Skates. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. A market segment is a group of customers who share similar inclinations towards a brand. Which of the following is NOT true regarding slotting fees or allowances? B) Ensure that the audit team is independent. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Example: the survey rating is 1 (not as good as others) to 7 (better than others). VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). Place: Where and how will customers purchase your market offering? Assembly activities. 96. C. exhibitions B. Vertical cooperative advertising They pay retailer handling and processing costs of 10 per coupon redeemed. B. A trade layout B. Effective Segmentation fits with corporate goals & \text {Factory 1}& \text {Factory 2}\\ D. promotional traps. 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. Effective Segmentation is actionable. C. Contests and sweepstakes A. newspaper freestanding inserts (FSIs) When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. 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. 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