What actions does the Fed take "when the economy is weak and unemployment is on the rise"? D. Sales promotion techniques such as contests and premium offers are often used to draw attention to an ad, increase involvement with the ad, and help build relationships with consumers. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. Which of the following would be NOT an example of a nonfranchise-building promotion? The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards The use of premiums is very popular in fast food restaurants such as McDonald's. B. 14. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. 16. C. same purchase is about defining how you'll "differentiate" your offering and create value for your market. 44. Decline: Many competitors & remaining firms serve the smaller customer base. A. Which of the following is a reasonable objective for consumer-oriented sales promotions? This can be a very costly sampling method, particularly for multiproduct companies. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. B. merchandising support A. C. more effort is required. -Modality of administration (e.g., Web survey, mail, personal interview) Marketing information should be gathered constantly, STP: Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? Match the following terms with the descriptions below. D. a coop allowance. B. trade discounts All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. Consumer-oriented sales promotions are part of a promotional ______ strategy. C. are very effective even without brand name awareness C. Sweepstakes Examples of leadership activities that support conceptual. 87. A. Customers, Company, Context, Collaborators, Competitors. A. No scanner data are prevalent for businesses. 78. Breaking bulk means making goods available in smaller batches. 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. B. bounce back Sampling A. slotting allowances B. Tailoring Strategy: Customizing For Segments. 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} B. consumers purchase more on the basis of price, value, and convenience than brand. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising A. push money Key issues involved in channel design include the number of intermediaries involved, the intensity of distribution, and whether to use a push or pull strategy or both. Evaluation of strategic alternatives along specific decision criteria Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? b. changing the physical environment. A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. B. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. -Technique Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. C. exhibitions B. cross-ruff The differences between goods and services are all of the following EXCEPT _________. Those important weights underpin how segments of customers differ. C. definition of business rules and organizational policies incorporated into the. A. off-invoice allowance Marketing strategy links goals and blank_______. The customer makes two kinds of ratings: How does our company rate on a number of attributes? List of Excel Shortcuts 4. D. In-or on-package sampling, 43. D. A dish towel in a box of Tide laundry detergent, 70. A. C. maturity D. an off-invoice allowance. The oldest, most widely used, and most effective sales promotion tool is: Door-to-door sampling A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. A. production and distribution costs Secondary data already exists (e.g., in the library, online); they're quick and cheap to obtain. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Volume can be increased by an increase in market share or an increase in market size. Causal: Experiments are used to study the effects of manipulated marketing mix variables on measures of sales and customer attitudes. People-oriented leaders often focus on delivering honest and up-front messaging to their employees, allowing for an open dialogue about concerns, questions and ideas. B. generally elicit immediate response from consumers B. premium The advantage of online surveys is _______. The retailer was engaged in: Communication and trust are also critical to channel success. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? Trade allowances are detracting from the image of the retailers who carry their brands. B. D. 55%, 102. C. Orange Crush. C. To increase consumption of an established brand Assembly activities. 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. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. Which of the following statements about the use of premiums as a sales promotion tool is true? New usage suggestions B. A. coupon A. Typically the position of a company's product, product line, or brand is displayed relative to their competition. A market segment is a group of customers who share similar inclinations towards a brand. A brand with small share in a market that is not growing is called a, Apple's iPod brand has a relatively large share in a growing market, and thus is best classified as a. d. All of the above b is often the most visible element of the channel and can impact image, positioning, and brand equity. Let's make more money: A company can state sales objectives in terms of currency, market share, units, change from last year or quarter, region, and investments made toward current sales - the philosophy underlying return on investment (ROI), return of marketing (ROM) or return on quality initiatives (ROQ). Forward buying C. Location sampling A. it cannot be broken down into small sizes And how important are each of these attributes? 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) What do they stand for? B. \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ 79. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. Which of the following statements describes a major concern marketers have with trade allowances? 3. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. D. $150,000, 53. 50. 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. Let's delight our customers: A company can delight its customers by enhancing customer satisfaction, increasing loyalty, rewarding influential customers, spreading word of mouth, increasing customer lifetime values, and offering personalization. Effective Segmentation allows access to customers In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. Seven Popular Marketing Research Techniques, 1. A. B. 95. What is the total cost of the coupon promotion to Uncle Ben's? D. to differentiate a brand through image enhancement. C. subsidized B. D. aggregated, 107. D. promotional allowances, 93. C. trade promotions; media advertising Segments are homogenous groups of customers. B. vertical cooperative advertising Development of strategic alternatives ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} Meet actual demand. A. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. C. Everyday low pricing is when by size or expertise, one party can make claims and threats that encourage the other party to conform. A. bonus pack B. B. ingredient-sponsored cooperative advertising Positioning studies and perceptual maps are closely related to this marketing research technique. B. off-price deal Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? Surveys for customer satisfaction, -Define marketing and marketing research problem. is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. B. High value checkout coupons C. A trade show 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. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. The two approaches are the attribute-based approach and multidimensional scaling (MDS). D. rebate, 64. -Analyze data D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. A. baby stroller Every marketing decision should be based on facts and information. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: to a company attempting to a VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. A. Contests B. a slotting allowance. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. Sampling through the mail D. cross-sell, 61. A. B. Which of the following is NOT an example of a point-of-purchase display? B. price-off deal What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? A. build brand loyalty 5. A. can really only be accomplished through advertising A. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. Usually three to four focus groups are conducted. C. instant To obtain trial of a new brand B. sampling High customer involvement: For expensive purchases, brand, uniqueness and quality matter. D. On-package sampling. \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ C. sweepstakes; premiums A. Targeted to specific geographic or demographic segments D. Event marketing, 105. B. media advertising; sales promotions 84. 6. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. The increase of brand loyalty in many product categories 13. Sampling and rebates They pay retailer handling and processing costs of 10 per coupon redeemed. Which of the following statements about the slotting allowances charged by many retailers is true? C. refund offer The percentage discount that the face value of checkout coupons represents C. dyadic C. Indirect advertising The various types of samples are as follows: Lower cost A. Horizontal cooperative advertising 90. A. 2. The following are illustrative examples of a push . 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. They predict that the redemption rate will be 5%. Maturity: Revenue peaks but profit margins erode due to high competition. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. 1. Premiums are not subject to restrictions from industry and government agencies. A. distracts consumers from the firm's main reason for existing Choose one answer. 4 His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. Networks to study collaborators 73. D. handling costs. Types of Shopping: Business to Business (B2B). D. in-pack coupon, 103. A. C. On-package samples can be distributed by attaching them to products not made by the distributing company. 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). 8. Geographic distinctions between customers have also been used to segment markets. A. In-store sampling Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. Brands that make the cut on the first dimension go into the customer's consideration set. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. -Sample (e.g., random sample, stratified sample by segment) B. definition of the data that a system has to track and report on. All the following are advantages associated with the use of trade allowances EXCEPT: To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology news website. How has the view of sales promotions changed during the past decades? b Assembly activities. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. C. rebate 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. A. increase the market share of an established brand The role of the planning function in the management process is. C. 40 B. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. D. In-pack coupons for any variety of Breton crackers. Sales promotion programs are targeted only at consumers. BMAL-590 Week 1 Section 4 Marketing Research, BMAL-590 Week 1 Section 5 Marketing Strategy, Foundations of Global Dimensions of Business, BMAL-590 Week 2 Business Ethics/The Importanc, Estimatedfactoryoverheadcostforfiscal, Fundamentals of Financial Management, Concise Edition, Daniel F Viele, David H Marshall, Wayne W McManus. D. Mail-in refunds and rebates, 57. B. horizontal cooperative advertising ________ is an exchange between a firm and its customers. Lynch Company manufactures and sells a single product. _____ 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. In a pull marketing strategy, a firm markets its product directly to consumers. B. -Communicate results (white paper, presentation, recommendations). D. Retailers are not happy having to purchase large amounts of product to support the promotion. 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. Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. Forward buying D. consumers may think it is of poor quality since samples are being given away, 42. Recipe books showing alternative uses for Miracle Whip Establish an effective distribution network. 77. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. 5. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. Examples include country, area of country, culture, climate, and urban vs. rural. Effective Segmentation has profitability potential Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. Inseparability in services the production and consumption cannot be separated. Price: Will customers pay what you would like to charge? Cash cow: products in low growth markets but with high relative market share (milk) Experiments to verify ad testing A. cost-covered Horizontal conflict is among partners at the same level. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. B. The redemption rate for refunds is lower than that for coupons because: D. Discount trading, 100. is when one party has the ability to provide good outcomes for the other party. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). 45. B. maturity stage

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