B. Vertical cooperative advertising The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. C. instant Example: the survey rating is 1 (not as good as others) to 7 (better than others). C. induces one-time trial purchase of a brand for which there is low awareness If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. A. horizontal cooperative A portion of the data is shown in the accompanying table. D. event sponsorship, 47. Network methods to identify opinion leaders in buzz marketing. 16. 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 \end{array} c. vigilantism. B. beer A. baby stroller Specialty purchases: A new car, fashion shows, an expensive laptop computer. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? Sundance Solar Company operates two factories. Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. D. cross-sell, 61. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Dare makes Breton snack crackers, which compete with many other brands in the category. B. There may be prose or poetry interpretation. Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? Special pricing of 2 packages for $5 instead of the $2.89 regular price Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. Rebates can encourage brand switching or repeat purchase behaviour. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. Trade allowances are detracting from the image of the retailers who carry their brands. A. 15 Positioning: Communicate your benefits clearly to your intended customers. 95. This process is known as blank_______. Each role seeks different attributes (price, great features, delivery date, customer service). Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 D. a coop allowance. A. Type of channel conflicts include: D. A price reduction of $5 on a pair of Lee jeans. Loyalty programs D. spiffs, 104. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. 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: Marketing strategy links goals and blank_______. The most popular method for distributing coupons is: 4. C. Promotional discounting A. A. sweepstakes; contest D. in-pack coupon, 103. C. cereal 2. Which of the following statements about rebates is true? B. point-of-purchase display A. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies try to find out which customers will like their product and get the product into their hands. Examples include country, area of country, culture, climate, and urban vs. rural. To integrate advertising and sales promotion programs successfully, different themes should be used for each. B. 15% New usage suggestions D. Contests/sweepstakes. Promotional activities that are designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: Gatekeeper: accountant who controls the budget. D. A bonus pack, 40. 3. 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) B. Self-liquidating premiums E. Planning eliminates the need for effective leadership. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. A. slotting allowances c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. A recent study of coupon redemption patterns found that: A. Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. A. to obtain distribution and support for new products. This payment is known as: Which of the following statements about sales promotion programs is true? A. 112. Lynch Company manufactures and sells a single product. Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. B. nonfranchise-building promotion is when by size or expertise, one party can make claims and threats that encourage the other party to conform. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. A free tube of Colgate toothpaste in a box of Life cereal Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. D. There is no general number associated with coupon redemption. In positioning, the marketing department creates an image for the product based on its intended audience. An increasingly popular means of using co-purchasing patterns to generate sales is Internet recommendation agents, such as Amazon. What do customers really want if they can't have all the features and a low price? The dashboard is an indicator of a company's success. B. C. are very effective even without brand name awareness B. And how important are each of these attributes? C. to set direction. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. B. C. brand equity Sampling Companies need to measure what matters. The role of the planning function in the management process is. Sampling through the mail This is an example of a(n) _____ coupon. 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. forward buying D. The contest or sweepstakes often fails to contribute to the brand franchise. D. joint trade promotions, 110. Sampling and rebates B. is accomplished through short-term price-oriented promotions D. rebate. C. slotting C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. D. To enhance advertising and marketing efforts, 31. -Analyze data C. sales training programs D. In-store coupons, 62. Positioning studies are used to understand how customers view a business in the marketplace. Sampling B. ad readership scores Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. A trade layout A. Marketing research relies on several types of samples; blank__________ is not related. D. transference charging, 98. Integration simply means having the activity "done in house" rather than outsourced. D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. Measures for marketing strategy are critical during both assessment and planning. D. Rebates and refunds, 18. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. 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? Additional managerial commitment required -Collect data D. In-pack coupons for any variety of Breton crackers. B. build and maintain store equity for retailers that carry the Eastern Canadian brand Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: b. reciprocity. Assume that the company uses absorption costing: Assume that the company uses variable costing. takes a different approach. B. push monies A. Price-off deals 92. Product: Will customers want what your company is prepared to produce? B. pull monies B. In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. Vertical conflict is among partners at different levels in the channel. D. can be accomplished through consumer promotions that help build its brand equity, 23. A. vertical cooperative advertising A. made in the store. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. B. 91. A push strategy is a marketing approach that aims to get a product or service in front of customers. 75. A. a slotting fee. B. premium. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. B. The heavy emphasis on trade promotion makes it difficult to: 67. C. premium 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. This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? D. trade promotions; consumer promotions, 12. D. Event marketing, 105. b. changing the physical environment. Examples of leadership activities that support conceptual. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. Establish an effective distribution network. An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. _____ is a common sampling technique for small, lightweight products that are non-perishable. 7. a. organizing citizens to improve their neighborhoods. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. C. Bonus packs, trade allowances, and slotting fees 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. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. A. distracts consumers from the firm's main reason for existing A. 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