C. assist consumers to experience the brand directly 79. According to the Reaching Beyond Our Borders box titled, Promotion in Rural India, marketing experts rely on talking road shows to get the message about products and services to potential customers. Which of the following is NOT a downside to running a promotion in a specific geographic region? 90. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Which of the following promotions is targeted toward the trade rather than consumers? A. d. Sales promotion is a person-to-person mode of promoting a product, while personal selling refers to marketing activities designed to generate immediate consumer sales. B. D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix, such as personal selling and public relations. The interest rate is 10%. To encourage off-shelf displays in major grocery stores A. Word-of-mouth promotion, B. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. 84. Incentive marketing C. is becoming less important to marketers as competition intensifies Most retailers want to be involved with rebate programs. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. D. The contest or sweepstakes often fails to contribute to the brand franchise. C. A free sport bottle with the purchase of a four-pack of Gatorade The heavy emphasis on trade promotion makes it difficult to: Served as Lead Recruiter for the Yahoo MBA Global Rotational Program. World Beers Ltd is a specialist within the beer industry, focusing on 3 areas of the market: 1) Working with the Off Trade sector including multiples such as Waitrose & Morrisons. a. Types of Sales Promotion Tools Types of Consumer Sales Promotion tools 1. Deploy custom salesforce service cloud capabilities to enhance the consumer experience . C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. A. coupons B. slotting fee Therefore the value of the good must match the price for effective marketing. 1. Sales promotion tactics are now developed before the strategy is determined. Sales promotion aimed at consumers is called ' consumer sales promotion '. A. In-store sampling Integrating the brands message through more than one form of promotion. Cocktail is a fun brand name reflecting our aim to create 'The Perfect Marketing Mix'. Brittany Taylor and Piper Albright formed a partnership, investing $210,000 and$70,000, respectively. One reason for consumer's increased sensitivity to sales promotion is: A. decrease in competition. Advertising C. Vending sales D. Direct mail, 1. C. television and newspapers. A. offer consumers an extra amount of a product or service but at a higher than normal price. Couponing _____ is generally considered the most effective method for generating trial of a new product. B. consumer publicity. B. market teasers. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions A. coupon 1. C. Indirect advertising A. It includes the farm products used in producing other products. In an effort to determine whether consumers like the ad and characters it created, Budliter is monitoring __________, or online diaries for mention of their campaign. 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: The percentage discount that the face value of checkout coupons represents 1. Which of the following is NOT a problem associated with the use of contests and sweepstakes? C. more effort is required. Special pricing of 2 packages for $5 instead of the $2.89 regular price Samples B. Ingredient-sponsored cooperative advertising In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. D. event marketing, 82. c. Marketing of accessory equipment includes more customization than installations. Consumer orientation. A. Contests B. 112. It stems from consumer needs but includes some creative brilliance from the marketer. Consumer products are products that are purchased for personal consumption, whereas business products are products that are used either directly or indirectly to produce other products. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. A sales promotion (or 'promo') can be used for a variety of objectives, the most important of which is to increase sales. B. self-liquidating premium Direct mail is personalized to the individual consumer, based on whatever a company knows about that person's needs, interests, behaviors, and preferences. 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: C. Social media is used in the same manner as publicity. B. defining the objectives for each element of the promotion mix. 2. Sales promotion is an ineffective tool for building brand equity. A review of the personal selling process indicates that selling is: A, a matter of establishing relationships. D. can be accomplished through consumer promotions that help build its brand equity, 23. As a marketing consultant, I help consumer brands grow. The value of the free in-pack premium _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Sampling C. a trade allowance c. Designing a package of features that offers the highest level of value for an acceptable price d. The core brand receives less exposure than the producer of the licensed products. Which of the following statements describes a major concern marketers have with trade allowances? C. sweepstakes 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. A. Coupons All the following are advantages associated with the use of trade allowances EXCEPT: C. A rebate award Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. D. A dish towel in a box of Tide laundry detergent, 70. Which of the following is a B2B sales promotion activity? 1. Sales promotion refers to the marketing activities designed to stimulate immediate sales activity through specific short-term programs, while personal selling is the person-to-person presentation of products to potential buyers. D. Event sampling, 46. 94. D. new product fees. However, the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. A. Contests B. Coupons. She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Moreover, an initial curiosity around the product is also generated through the free samples. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: My personal and professional experiences . d. It includes movable capital purchases. B. d. Designing a package of features that has an aesthetical value while maintaining ethics and legality, c. Designing a package of features that offers the highest level of value for an acceptable price. D. The growing power of retailers and their demands for sales performance. 78. B. vertical cooperative B. strengthen the brand image. At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. B. Sampling The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called: A. public research. Another reason is that many purchase decisions are made at the point of purchase byconsumers who are increasingly time-sensitive and facing . Which of the following qualifies as consumer promotion? Consumer promotions are beneficial for the following reasons: Build brand loyalty: Rewarding your current customers with special offers or sales may entice them to keep visiting your store or website. Choose the best answers to complete the sentences or to answer the following questions. Sales promotion activity should under-go pretest before implementation. ______ 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. Which of the following is NOT an example of a point-of-purchase display? D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Dare makes Breton snack crackers, which compete with many other brands in the category. D. promotional traps. C. Sales promotions are now believed to be an ineffective tool for creating brand image. Advertising C. Vending sales D. Conventions 245. D. developing a unifying message. Sourcing products to fill key areas of the craft & premium beer sectors.<br><br . Coupons are short-term in nature since most (but not all) carry an expiration date after which the value may not be received. D. ensure greater in-store exposure. Variable costs are$42 per person, and fixed costs are $170,800 per month. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. B. vertical cooperative advertising Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because: Publicity 5. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. D. Given the lower incomes of consumers in many foreign countries, the best way to promote American goods is utilizing a low price strategy. Direct mail and social media often work well together. D. encourage retailers to use Eastern Canadian's planograms, 24. Personal selling C. Public relations D. Internal marketing. She encouraged patrons and others to post reviews, comments, and favorite recipes, and to share their own party ideas. b. 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 Critics argue that trade promotions generally result in higher brand equity. Accounting deals exclusively with numbers. D. a rebate cooperative advertising, 109. B. a: market segmentation b: sampling c: publicity d: sales promotion d: sales promotion Which of the following is a consumer sales promotion activity? Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. 20. a. The explosion of the BP oil rig and subsequent oil spill in the Gulf of Mexico was one of the worst disasters affecting the U.S. in this century. The redemption rate for refunds is lower than that for coupons because: Sales promotion. Door-to-door sampling Consumer-oriented sales promotions are part of a promotional ______ strategy. Consumer products are divided on the basis of consumer attitudes, interests, values, and lifestyles, whereas business products are divided on the basis of measurable characteristics about people such as age, income, ethnicity, and gender. 77. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Which of the following sales promotion tools work best for Kellogg's? What is the total cost of the coupon promotion to Uncle Ben's? A. The oldest, most widely used, and most effective sales promotion tool is: Wall display B. a slotting allowance. D. integrated marketing communication. C. the increased amount of power in the hands of the manufacturers. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? D. handling costs. In their advertisements, Luther Pharmaceuticals asks consumers to judge their product, Ache-Free, against a well-known competitor's product to see that Ache-Free provides superior pain relief. A. Interactive promotion, B. 1. Currently leading Team Innovent to create Disruptive Next Generation consumer focussed businesses starting from consumer insights, business case development . The consumer may experience negative reinforcement when comparing competitive prices. B. reflects the overall quality of the product and is consistent with its image and positioning D. 55%, 102. I work for World Beers Ltd as a Sales Manager in the On Trade sector. a: contests b: advertising c: vending sales d: direct mail a: contests D. Most users of direct mail coupons are non-users, 56. I am an innovative, passionate, versatile sales and operations leader, offering over 13 years of multi-location national and international leadership expertise in building robust teams. 1. C. high-involvement sales promotion C. Horizontal cooperative advertising 51. B. brand publicity. 1. 1. d. profits continue to decline as competition intensifies, d. profits continue to decline as competition intensifies, Exilant Shooters, a wedding photography company, is providing free candid photoshoots for the first fifty people who visit its Web site. B. premium. A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. Which of the following products is an augmented product? D) It promotes the activities or point of view of an organization. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. B. the reinforcement is immediate. Which of the following statements about marketing is the most accurate? A. the payoff is smaller. B. bounce back 15 A. growth stage A. Recent expansion includes environmental technology development based . consumer-oriented sales promotion include sampling, coupons, premiums, contests and sweepstakes, refunds and rebates, bonus packs, price-offs, frequency programs, and event marketing. 245.(p. D. Bonus packs. B. closing the sale, by asking the customer to make a commitment. 83. A. Price-off deals 50. A. Contests B. 85. 1. Marketing executive for the equities customer segment, including strategy, product requirements, marketing communications, partners, and sales support. b. Personal selling c. Sales promotion d. Public relations e. Publicity b. B. pull monies Introductory videos. Rebates and high value checkout coupons People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's: A. prospects. b. 1. a.It is a paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation. A waiter at a restaurant Bonus packs: 5. C. Sponsorship of the local Easter parade Practice all cards. C. are very effective even without brand name awareness A. is the exclusive responsibility of advertising Chicago, Illinois, United States. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: Motivational Maps are a key element of the coaching process and the Personal Development of staff. C. Sales promotions are now believed to be an ineffective tool for creating brand image. 113. Today's public relations departments: A. focus more on advertising and less on publicity. D. trade promotions, 28. B. Funday Park sells tickets at $70 per person as a one-day entrance fee. They predict that the redemption rate will be 5%. 1. a. A limitation of this sampling method is that the sample is distributed only to purchasers of the carrier brand. $7,500 C. Contests and sweepstakes Perform a numerical proof to show that your answer is correct. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Sales promotions can have many objectives and ideal outcomes, which we will explore in detail throughout this article. <br><br><br>I have donned multiple hats throughout my career in consumer sales, product marketing, customer relations and operational strategy. 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: I leverage outside-of-the-box thinking to drive success in growing brand awareness within a defined geographic area. 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. It aims at stimulating consumers. B. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. C. induces one-time trial purchase of a brand for which there is low awareness Which of the following best describes a positioning statement? A. A. horizontal cooperative advertising C. $1.00 An organic tea manufacturing company hires a firm called StoryMoulders to help the company promote its products. B. can be done with carefully planned sales promotion programs Which of the following is an example of a sales promotion that can be used to contribute to franchise building? B. A. product placement, B. interactive promotion C. infomercials D. broadcast. D. the promotional mix to be avoided. Premiums D. Rebates and refunds, 18. 1. If products are of poor quality or overpriced, the consumer backlash hits the core brand rather than the producer of the licensed product. 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: 1. C. Instant coupons C. A trade show An end-of-aisle display A. C. build an Eastern Canadian brand identity and image 96. a. convenience products C. rebates D. aggregated, 107. It is a process of developing a database of potential customers. D. instant, 59. Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. South Petherton, Somerset. Most consumers are quite familiar with this form of sales promotion, which offers purchasers price savings or other incentives when the coupon is redeemed at the time of purchase. Advertising C. Vending sales. A recent study of coupon redemption patterns found that: 1. c. A set of books on cookery Terms in this set (77) Which of the following is a part of the marketing concept? D. magazines, 55. b. 1. A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop D. contests; rebates, 72. B. ingredient-sponsored cooperative advertising d. Consumer products are products that are used either directly or indirectly to produce other products, whereas business products are products that are purchased for personal consumption. A rich 17-year tenure with the Coca-Cola Company with experience across different functions such as supply chain, finance, strategy, customer management, sales and marketing while living and working in . D. joint trade promotions, 110. A. Greater expenses resulting from fragmented efforts D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. D. Event marketing, 105. D. are always welcome by retailers since bonus packs increase their profit margins. A spreadsheet software that is promoted as a tool that can be used to plot graphical data Some of the most important forms of promotional activities are as follows: 1. B. D. in-pack coupon, 103. c. companies invest in raising awareness about the product C. Sweepstakes Guerrilla marketing: This newer category of marketing communication involves unconventional, innovative, and usually low-cost marketing tactics to engage consumers in the marketing activity, generate attention and achieve maximum exposure for an organization, its products, and/or services. Attitudes toward a brand result from a combination of _____ attitude-formation processes. trade-oriented sales promotion A. c. Product bundling C. about 90 percent luck and 10 percent skill. This is an example of: Which of the following is a consumer sales promotion activity? Determining the blend of promotion methods is a strategy decision which is the responsibility of the ______. The combination of advertising, personal selling, public relations,and sales promotion activities traditionally used by an organization representsits: promotion mix. _____ 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. 80. Marketers refer to this type of message as _____________, an unpaid form of promotion. D. most consumers do not use coupons. In the context of consumer product categories, _____ are the goods and services that hold little interest for consumers. Infomercials provide the opportunity for: A, the product to sell itself. D. public relations. 6% A sales promotion is any undertaking by an organization designed to increase sales or encourage the use or trial of a product or service. public relations. d. A designer bag. C. secondary advertising. B. media advertising; sales promotions Lenora just finished writing a news release regarding a new product developed by her firm. D. Bauer Hockey Skates. Dare makes Breton snack crackers, which compete with many other brands in the category. A. publicity B. advertising C. viral marketing D. propaganda. Monies that must be paid to a retailer so they will take on a company's new product are known as: A. Contests This is an example of: account-specific marketing Brand equity is also known as: Customer franchise The use of premiums is very popular in fast food restaurants such as McDonald's. 44. C. dyadic ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. Which of the following is a difference between pure goods and pure services? B. can be implemented worldwide. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. B. d. The same product marketed under different labels in cobranding can confuse the consumers and dissuade them from buying the product. Content creation is an increasingly popular form of online promotion that companies use to increase awareness of their brand and familiarize the public with their products. D. a joint trade promotion, 111. Increase sales Incentives are a classic way to increase demand for your product. A. product placement B. direct mail C. sampling D. commercials, 1. c. shifting the focus from the customers to the products. The increase of brand loyalty in many product categories Personal Selling 2. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: 97. 1. 1. Sales promotions take many different forms, but they all focus on persuading a target audience to become customers of a business. An effective premium is one that: C. advertising subsidies B. Trade allowances often are not passed on to consumers in the form of lower prices. 3. From the point of view of the . B. the face value of the coupon redeemed Which of the following is NOT a limitation of rebates? Television is the best advertising medium for U.S. firms trying to promote their products in foreign countries. b. Sales promotion tools like recipe books or calendars that show various ways of using the product often can accomplish this. A. B. product placement to occur. 1. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. Advertising And Sales Promotion; Page 1; Advertising and Sales Promotion. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? B. b. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called: A. brand awareness. One way to increase product consumption is by identifying new uses for the brand. _____ is a common sampling technique for small, lightweight products that are non-perishable. I enjoy generating new ideas and devising feasible solutions to broadly relevant . The contest or sweepstakes offer may overshadow the brand. 1. Sales promotions are activities that supplement a company's advertising, public relations, and professional selling efforts. B. I love marketing and storytelling. Don E. Schulta and W. A. Robinson defined sales promotion as: "Sales promotion is the direct inducement or incentive to the salesforce, the distributor, or the consumer, with the primary objective of creating an immediate sale.". Than consumers 55 %, 102 loyalty in many retail stores the opportunity:... 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