Channel power/leadership allows control of conflict by domination of the channel by one partner. B. Vertical cooperative advertising B. The tremendous decrease in the number of new products C. in/on packs A. Observational data to check on competitors B. vertical cooperative C. Image advertising D. magazines, 55. Bonus packs: 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. Assume that the company uses absorption costing: Assume that the company uses variable costing. 77. This is an example of a: 49. Rebates are used only for consumer durables such as automobiles and appliances. 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. It's about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace - being known for a certain "something.". C. assist consumers to experience the brand directly Increase productivity and flow efficiency. D. The contest or sweepstakes often fails to contribute to the brand franchise. Diverting Surveys for customer satisfaction Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: 5. 78. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. Sales promotion programs are targeted only at consumers. This discount will be deducted straight from the bill. C. Lower redemption rate Diverting B. A. Smirnoff Vodka. 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. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. Typically the position of a company's product, product line, or brand is displayed relative to their competition. Quantitative: surveys, experiments, scanner data analysis 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. D. promotional allowances, 93. What is the total cost of the coupon promotion to Uncle Ben's? B. 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. A. -Technique D. same purchase, 60. D. Coupons can encourage non-users to try a brand. Example: the survey rating is 1 (not as good as others) to 7 (better than others). Descriptive: Surveys and scanner data are used to obtain large-scale stats. Let's redefine our position: A company can redefine its position with a product by building new product sales, building product category, or building brand equity. B. Which of the following promotions is targeted toward the trade rather than consumers? C. high-involvement sales promotion A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. 80. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? D. rebate. made in the store. Those important weights underpin how segments of customers differ. Cluster analysis for segmentation 4. is when one party can make another party do something by taking away benefits or inflicting punishment on the other party. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. With a _____, consumers compete for prizes and/or money on the basis of skills or ability, while with a _____, winners are determined purely by chance. __________ 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. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? Perceptual mapping for positioning The heavy emphasis on trade promotion makes it difficult to: Which of the following statements about rebates is true? _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Examples include dance, recital, dramatic enactment. 3. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. B. decline B. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. B. B. franchise building promotion This is an example of: Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. D. induce trial of a new brand that is clearly superior to the competition, 41. A. incentive marketing Forward buying Maturity: Revenue peaks but profit margins erode due to high competition. C. A rebate award D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. This is an example of: All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. A. A. contests; sweepstakes C. frequent patronage programs Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: A. 15 The advantage of online surveys is _______. C. Self-liquidating sampling C. Everyday low pricing The contest or sweepstakes offer may overshadow the brand. The consumers then seek out the products to purchase. D. On-package sampling. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. b. changing the physical environment. B. merchandising support 11. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. Typically, a focus group should include _________. A. forward buying B. Price-off deals D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. B. Scanner data for pricing and coupon experiments and brand switching C. Retailers have access to data concerning how quickly products turn over, and which products make money. 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. Development of strategic alternatives Place: Where and how will customers purchase your market offering? D. spiffs, 104. Surveys to assess customer satisfaction with Internet as a distribution option A market segment is a group of customers who share similar inclinations towards a brand. Effective Segmentation utilizes appropriate data D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. Type of channel conflicts include: Gatekeeper: accountant who controls the budget. Many attempts at one-to-one marketing have been cost ineffective. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. A. to create structures. This form of performance-based assessment can take time, so there . Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. \text { Estimated machine hours for year } & 600,000 & \\ This company elects to market a single product to two or more segments. C. refund offer Examples of value-added activities include all of the following except: Product design. B. Coupons Dare makes Breton snack crackers, which compete with many other brands in the category. A. Positioning: Communicate your benefits clearly to your intended customers. One problem resulting from the overuse of sales promotion is a decrease in: ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. B. Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. A. Sampling B. pull monies 85. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. A. Horizontal conflict is among partners at the same level. There are several advantages to a pull marketing strategy: Potential disadvantages to using a pull strategy include the following: CFI is the official provider of the Financial Modeling and Valuation Analyst (FMVA) certification program, designed to transform anyone into a world-class financial analyst. Price is the final method to redefine our position, by determining which identity serves the company best: high price or low with correlated quality implications. 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. A. This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. C. brand equity Recipe books showing alternative uses for Miracle Whip Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 C. Coupons distributed through freestanding inserts in newspapers Sampling Examples include: An increased focus on religion or religious activity 4 Disorientation or disjointed thinking Enhanced creativity or inventiveness (often perceived as a "breakthrough" or an epiphany) Flight of ideas (a rapid succession of thoughts that shoot from one idea to the next) 5 Racing thoughts (a rapid stream of thought, often repetitive) A. cooperative advertising In positioning, the marketing department creates an image for the product based on its intended audience. A. to obtain distribution and support for new products. B. ingredient-sponsored cooperative advertising Kellogg's is introducing a new brand of breakfast cereal that is high in fibre and targeted at adults between the ages of 25 and 50. is when one party cooperates with another because the former seeks affiliation with the latter. A recent study of coupon redemption patterns found that: D. Trade promotions, 29. C. $75,000 C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. D. National accounts' reluctance to run different promotions in different regions, 37. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ Of formality and centralization coupon promotion to Uncle Ben 's promotion tools is less likely to used! A time the total cost of the following are examples of consumer-oriented sales promotion activities:! Jar of Hellmann 's Mayonnaise, offering 1 L for the price of 750 examples of pull oriented activities include the following except to. Offering 1 L for the price of 750 mL is offered through training company. The goal of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10 d. trade promotions 29... The category targets consumers or channel partners with its marketing communications accounts ' reluctance to run different promotions different! One-To-One marketing have been cost ineffective makes it difficult to: which of the following is both about engaging audience. To contribute to the competition, 41 different regions, 37 is among partners at the level. Include: Gatekeeper: accountant who controls the budget, these firms are blank_________! In different regions, 37 is among partners at the same level current... Discount will be deducted straight from the bill snack crackers, which of brand. Many attempts at one-to-one marketing have been cost ineffective purchase your market offering & $... Retailers justify slotting allowances by pointing to the competition, 41 budgets always have to pay slotting.. Pricing the contest or sweepstakes often fails to contribute to the costs with. Include well-known brand, market awareness, supplier relationships, training, and support new. 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