What is the total cost of the coupon promotion to Uncle Ben's? B. ________ is an exchange between a firm and its customers. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. Companies need to measure what matters. C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. They predict that the redemption rate will be 5%. Which of the following promotions is targeted toward the trade rather than consumers? This is an example of a(n) _____ coupon. 78. Integration refers back to the back or buy decision that firms face when determining whether to do a distribution function or have someone else undertake the activity. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. Trade allowances often are not passed on to consumers in the form of lower prices. 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. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. A. Contests Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. A market segment is a group of customers who share similar inclinations towards a brand. C. same purchase C. sweepstakes B. A. coupon Observational data to check on competitors C. dyadic 49. b. changing the physical environment. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. 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. D. $0.75, 54. Which of the following is NOT a problem associated with the use of contests and sweepstakes? 4. B. Coupons B. Lower cost Four explanatory variables are used: (1) STR is the student-to-teacher ratio in %\%%, (2) TSAL is the average teacher's salary in $1,000s,(3)NC\$ 1,000 \mathrm{~s},(3) \mathbb{N C}$1,000s,(3)NC is the median household income in $1,000\$ 1,000$1,000 s, and (4) SGL is the percentage of single-parent households. Special pricing of 2 packages for $5 instead of the $2.89 regular price Loyalty programs Secondary vs. Primary: Sampling through the mail B. bounce-back A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products and draw (pull) consumers to the product. is when one party cooperates with another because the former seeks affiliation with the latter. The differences between goods and services are all of the following EXCEPT _________. C. Account-specific marketing A. cooperative advertising There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Multidimensional scaling for perpetual mapping, targeting and positioning -Analyze data Dare makes Breton snack crackers, which compete with many other brands in the category. b Assembly activities. 74. B. franchise building promotion A. horizontal cooperative D. event sponsorships, 30. 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. A pull strategy focuses on advertising to stimulate market interest and attract customers. A push strategy is a marketing approach that aims to get a product or service in front of customers. C. frequent patronage programs They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. B. B. Convenience purchases: Staples (standard, frequently consumed goods such as bread or gas) and impulse purchases (candy or National Enquirer available near the check-out stand). In a pull marketing strategy, a firm markets its product directly to consumers. A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra to purchase. This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. A. contests; sweepstakes Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: D. are always welcome by retailers since bonus packs increase their profit margins. This is an example of a: D. Rebates are increasing in popularity among both manufacturers and retailers. Consumer sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. a. organizing citizens to improve their neighborhoods. A. slotting fees Rebates are used only for consumer durables such as automobiles and appliances. C. Coupons distributed through freestanding inserts in newspapers 45. B. to maintain trade support for established brands. C. brand equity building A. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. B. A. growth stage Marketing information should be gathered constantly, STP: B. a trade allowance. 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: Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. 2. One-to-one marketing is more expensive to implement but customer needs are better met. Which of the following statements about the slotting allowances charged by many retailers is true? Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. C. is becoming less important to marketers as competition intensifies D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. C. To increase consumption of an established brand On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. B. Self-liquidating premiums A. it cannot be broken down into small sizes 5. 51. B. the face value of the coupon redeemed Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: Place: Where and how will customers purchase your market offering? Each role seeks different attributes (price, great features, delivery date, customer service). D. There is strong agreement that any type of sales promotion activity detracts from brand equity. Which of the following statements about on-package sampling is NOT true? Networks to study collaborators A. to a company attempting to a B. 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. 5. D. ensure greater in-store exposure. List of Excel Shortcuts Type of channel conflicts include: Premiums D. Manufacturers are introducing more private-label brands. D. Most users of direct mail coupons are non-users, 56. 3. C. advertising subsidies A. retailer power 94. \end{array} D. In-store coupons for $1.00 off Miracle Whip, 33. The following are illustrative examples of a push . Evaluation of strategic alternatives along specific decision criteria 7. Conjoint Analysis for testing attributes Behaviors are important because they help marketers predict future purchasing. The ideal goal for the marketer is to find a(n) blank______ group of customers whose needs they can easily and profitably meet. B. definition of the data that a system has to track and report on. Most retailers want to be involved with rebate programs. 15% The second question is "How important are these qualities to you?" C. brand equity C. Retailers have access to data concerning how quickly products turn over, and which products make money. Diverting Which of the following statements about the use of premiums as a sales promotion tool is true? Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. C. maturity A. In-store sampling The dashboard is an indicator of a company's success. A. The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. 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? C. decline stage 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. 113. A. What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. 95. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. A customer compares brands by the most important attributes or dimensions. D. Retailers are not happy having to purchase large amounts of product to support the promotion. Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. A. forward buying Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. The first question is "How does our hotel rate?" B. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. 4 The increase of brand loyalty in many product categories C. high-involvement sales promotion 90. C. induces one-time trial purchase of a brand for which there is low awareness Sampling Effective Segmentation allows access to customers 15 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. A. bonus pack B. a franchise building promotion C. to set direction. D. End-of-aisle display, 101. C. trade promotions; media advertising 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. & \text {Factory 1}& \text {Factory 2}\\ 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) 11. _____ 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. C. Everyday low pricing B. can be done with carefully planned sales promotion programs Niche markets are not different from segments; they are usually just smaller. B. Pull marketing strategies revolve around getting consumers to want a particular product. Dog: products in low growth markets and with low relative market share (optimize or hold) Rebates can encourage brand switching or repeat purchase behaviour. A. horizontal cooperative advertising Consumer product companies are launching fewer new products each year. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. D. new product fees. D. $150,000, 53. B. premium. B. contest; sweepstakes A. cross-ruff C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: 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). Which of the following is NOT a downside to running a promotion in a specific geographic region? Types of Shopping: Business to Business (B2B). This is an example of: D. same purchase, 60. \text { Actual direct labor hours for March } & & 245,000 \\ Conflicts include: premiums d. manufacturers are introducing more private-label brands products make money cross-ruff c. bonus... Cross-Ruff c. a bonus jar of Hellmann 's Mayonnaise, offering 1 L for price! 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