Rebates can encourage brand switching or repeat purchase behaviour. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? C. 40 Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. Direct mail coupons Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 90. Diverting Customers, Company, Context, Collaborators, Competitors. A. B. sweepstakes; contests Specialty purchases: A new car, fashion shows, an expensive laptop computer. A. 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) 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. 8. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: Red Bull Energy Drink. C. assist consumers to experience the brand directly A. growth stage One problem resulting from the overuse of sales promotion is a decrease in: A. C. brand equity building B. bounce back 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. Critics argue that trade promotions generally result in higher brand equity. Sundance Solar Company operates two factories. D. Most users of direct mail coupons are non-users, 56. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. C. spiffs Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. Tailoring Strategy: Customizing For Segments. B. price-off deal A. A. D. Coupons can encourage non-users to try a brand. A. B. Vertical cooperative advertising 113. B. ingredient-sponsored cooperative advertising is when one party can make another party do something by taking away benefits or inflicting punishment on the other party. 15% Star: products in high growth markets with high relative market share (minimize or divest) C. sweepstakes; event sponsorship It's important to note that positioning is always through the "lens" of the customer/consumers. This method uses averages so one attribute can't make or break a brand. 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? 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. Which of the following statements describes a major concern marketers have with trade allowances? A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. Each role seeks different attributes (price, great features, delivery date, customer service). Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. Incentive marketing Demographics include company size, account size, market share, and number of employees. The company applies factory overhead to jobs on the basis of machine hours in Factory 1 and on the basis of direct labor hours in Factory 2. is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. C. Account-specific marketing Effective Segmentation has profitability potential It doesn't ask customers what's important in a hotel. A free tube of Colgate toothpaste in a box of Life cereal 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. B. D. Rebates and refunds, 18. A. to create structures. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: A. A. cooperative advertising B. media advertising; sales promotions 5Cs: C. $75,000 Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. B. The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. 16. A. horizontal cooperative Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Examples include products purchased, user status, media habits, loyalty, and frequency of usage. C. Bonus packs 87. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. A. a slotting fee. Loyalty programs They predict that the redemption rate will be 5%. 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. A. This is an example of: Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? B. beer D. Support advertising, 108. Sales promotion programs are targeted only at consumers. 26. C. Mall poster Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? Surveys to assess customer satisfaction with Internet as a distribution option A. distracts consumers from the firm's main reason for existing C. The increased emphasis on long term strategy and performance by most companies C. Premiums 85. Which of the following sales promotion tools work best for Kellogg's? Which of the following statements about the use of premiums as a sales promotion tool is true? Premiums 7. A. Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. They will typically be somewhat price sensitive. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. B. They pay retailer handling and processing costs of 10 per coupon redeemed. Colin recently launched a new product the Fanner 3000. C. rebates In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. C. it may be too difficult to find a way to distribute the samples VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. C. advertising subsidies C. horizontal cooperative advertising A recent study of coupon redemption patterns found that: A market segment is a group of customers who share similar inclinations towards a brand. Forward buying A. increase the market share of an established brand Compensation is another key issue. Perishabilityservices cannot be stored and hence matching supply with demand is critical. Revenue can be increased by changing price or through an increase in volume. b Assembly activities. Quantitative: surveys, experiments, scanner data analysis 21. A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. A. event marketing A. which customers might like their product, and how to get the product into their hands. A. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ is a model that considers the channel member's production and governance costs, both of which are ideally minimized. Additionally, this open dialogue allows . A. pull money 5. Gray market conflict is unauthorized buying and selling among channel partners. Effective Segmentation fits with corporate goals Special pricing of 2 packages for $5 instead of the $2.89 regular price B. Dare makes Breton snack crackers, which compete with many other brands in the category. Multidimensional scaling for perpetual mapping, targeting and positioning A third method of redefining our position is by place (channels) which includes determining appropriate channels, multi-channels, lower cost channel interactions, and deciding whether to outsource functions to channel partners. Every marketing decision should be based on facts and information. Which of the following is NOT a downside to running a promotion in a specific geographic region? 91. D. promotional allowances, 86. B. trade promotions \text { Estimated machine hours for year } & 600,000 & \\ \hline Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Experiments to verify ad testing D. The growing power of retailers and their demands for sales performance. C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. 95. Some activities can be both push and pull strategies. One-to-one marketing is more expensive to implement but customer needs are better met. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. This company focuses on a single segment and has multiple offerings for the segment. Monies that must be paid to a retailer so they will take on a company's new product are known as: Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). C. $1.00 Sampling and rebates Perceptual mapping for positioning 13. The tremendous decrease in the number of new products B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? Evaluation of strategic alternatives along specific decision criteria 6% A. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. Four Classes of Goals B. C. Bonus packs C. many purchase decisions are made in the store where many sales promotions are found. Breadth Strategy: Reaching Multiple Markets. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. Increase productivity and flow efficiency. means each customer serves as his or her own segment. D. Trade promotions, 29. B. A. consumers tend to be loyal to their favourite brands. $1.10 D. Trade marketing, 17. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. Forward buying 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: 73. The heavy emphasis on trade promotion makes it difficult to: Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. This discount will be deducted straight from the bill. 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. is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. Growth: Sales/Revenues & profit margins rise as consumers buy the product and competition increases, & due to shakeout poor performing firms may exit the market. Material movement. D. Event sampling, 46. Channel power/leadership allows control of conflict by domination of the channel by one partner. E. Planning eliminates the need for effective leadership. Marketing strategy is the link between corporate goals and operational tactics. 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