They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. 1. 5. A. event marketing Unfortunately, this approach . In positioning, the marketing department creates an image for the product based on its intended audience. -Sample (e.g., random sample, stratified sample by segment) 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. Door-to-door sampling \end{matrix} This is an example of: B. A portion of the data is shown in the accompanying table. Geographic distinctions between customers have also been used to segment markets. An increasingly popular means of using co-purchasing patterns to generate sales is Internet recommendation agents, such as Amazon. Experiments to verify ad testing A. Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. D. can be accomplished through consumer promotions that help build its brand equity, 23. b Assembly activities. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. B. 27. D. pull money. B. C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. They predict that the redemption rate will be 5%. 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. Examples include products purchased, user status, media habits, loyalty, and frequency of usage. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known For expensive purchases, blank_________, uniqueness and quality matter. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? E. all of the above. 75. 4. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? D. Event sponsorships. Some examples of building upon their gross motor skills include: hopscotch and skipping trampoline jumping swimming playing musical instruments The takeaway Accompanying you child through. The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. Greater expenses resulting from fragmented efforts Additional managerial commitment required Simple averages are taken over the questions resulting in a pair of means for each attribute. A. a slotting fee. C. 40 is when one party gets cooperation because it has information the other party seeks. Positioning studies and perceptual maps are closely related to this marketing research technique. A. cooperative advertising Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. 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. Niches fall between the one-to-one and segment strategies. B. Most retailers want to be involved with rebate programs. Establish an effective distribution network. 1 See answer A. horizontal cooperative D. trade promotions, 28. B. the face value of the coupon redeemed 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. marketers are offering consumers more promotions to attract and maintain customers. c. vigilantism. 45. C. Bonus packs, trade allowances, and slotting fees The following are illustrative examples of a push . A. sweepstakes; contest C. To increase consumption of an established brand Effective Segmentation utilizes appropriate data To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. Attribute-based Approach: To create a map based on attributes, customers complete a survey. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. D. handling costs. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? B. A. coupons Channel power/leadership allows control of conflict by domination of the channel by one partner. B. trade shows Marketing strategy is the link between corporate goals and operational tactics. B. beer Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? C. slotting B. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. __________ 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. This is an example of: 89. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). is about defining how you'll "differentiate" your offering and create value for your market. The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. B. A. \text { Actual direct labor hours for March } & & 245,000 \\ A. Spiffs B. Customers, Company, Context, Collaborators, Competitors. 4. Positioning studies are used to understand how customers view a business in the marketplace. B. trade promotions Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? A. retailer power D. to inspire effort. D. ensure greater in-store exposure. Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? B. A. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. It's important for a company to oversee multiple measures to manage the company optimally. A. consumer promotions; media advertising A. D. Bauer Hockey Skates. 25. A. build brand loyalty Examples include country, area of country, culture, climate, and urban vs. rural. E. Planning eliminates the need for effective leadership. b. A. In-store sampling C. spiffs Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ A. to create structures. Price: Will customers pay what you would like to charge? C. Sponsorship of the local Easter parade D. a joint trade promotion, 111. B. most coupons are redeemed immediately following the initial coupon drop Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). D. rebate. a person may not be retried for the same crime. \hline A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. B. Ingredient-sponsored cooperative advertising A. Horizontal cooperative advertising Four Classes of Goals B. B. point-of-purchase display C. Everyday low pricing B. Product: Will customers want what your company is prepared to produce? Psychological /Psychographic segmentation variables are closely related to blank______. What is the cost per coupon redeemed to Uncle Ben's? A. Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. 79. A. incentive marketing 95. A. C. a trade allowance D. growth. D. induce trial of a new brand that is clearly superior to the competition, 41. Structured Query Language (known as SQL) is a programming language used to interact with a database. Excel Fundamentals - Formulas for Finance, Certified Banking & Credit Analyst (CBCA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Commercial Real Estate Finance Specialization, Environmental, Social & Governance Specialization, Financial Modeling and Valuation Analyst (FMVA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Able to establish direct contact with consumers and build consumer loyalty, Stronger bargaining power with retailers and distributors, Focuses on creating brand equity and product value, Consumers are actively seeking out the product, which removes much of the pressure of conducting outbound marketing, Can be used to test a products acceptance in the market and obtain consumer feedback on the product, Usually works effectively only when there is high brand loyalty, Lead time is long, as consumers are comparing alternatives before making a purchase, Requires creating a high demand for a product, which can be difficult in a highly competitive marketplace landscape, Requires strong marketing efforts to convince consumers to actively seek out the product (they may, instead, just decide to settle for whatever similar product a retailer has in stock, rather than insisting on getting your product). D. Trade promotions, 29. B. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. D. contests; rebates, 72. D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. D. transference charging, 98. This is an example of a: 73. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Gatekeeper: accountant who controls the budget. & \text {Factory 1}& \text {Factory 2}\\ The customer then compares the brand on the next important attribute and so forth, until only one brand is left. This is an example of: Meet actual demand. 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. Measures for marketing strategy are critical during both assessment and planning. B. off-price deal EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1EstimateddirectlaborhoursforyearEstimatedmachinehoursforyearActualfactoryoverheadcostsforMarchActualdirectlaborhoursforMarchActualmachinehoursforMarchFactory1$12,900,000600,000$12,990,000610,000Factory2$10,200,000250,000$10,090,000245,000, 012345-$500$202-$X$196$350$451\begin{matrix} A. coupon A. distracts consumers from the firm's main reason for existing A. Revenue can be increased by changing price or through an increase in volume. Which of the following is NOT an example of a point-of-purchase display? C. many purchase decisions are made in the store where many sales promotions are found. , climate, and ethnicity must pay the manufacturer 's out-of-pocket costs for company. Information the other party seeks: Meet Actual demand a transfer of power from manufacturers to retailers that... Low maintenance accounts a. 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