A. The buying process is consistent whether the buyer is a consumer or a business. is a model that considers the channel member's production and governance costs, both of which are ideally minimized. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. B. generally elicit immediate response from consumers A. D. new product fees. Integration simply means having the activity "done in house" rather than outsourced. _____ is generally considered the most effective method for generating trial of a new product. 4. The second question is "How important are these qualities to you?" A. distracts consumers from the firm's main reason for existing Positioning: Communicate your benefits clearly to your intended customers. 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). A. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. A. bonus pack Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ Firms typically review the issues on a regular basis. 92. A. pull money D. Dyadic communication, 106. Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. D. handling costs. If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. A. is the exclusive responsibility of advertising A. growth stage C. maturity stage 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. With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. C. slotting D. Discount trading, 100. Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. D. Event sponsorships. 77. Dare makes Breton snack crackers, which compete with many other brands in the category. B. A. coupons Which of the following statements about the use of premiums as a sales promotion tool is true? Establish an effective distribution network. C. Bonus packs, trade allowances, and slotting fees Why might the expanding populations of the region and the Ring of Fire make for a dangerous combination? Red Bull Energy Drink. Which of the following is NOT a downside to running a promotion in a specific geographic region? Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October. Positioning studies are used to understand how customers view a business in the marketplace. D. transference charging, 98. To encourage off-shelf displays in major grocery stores D. bonus pack, 66. 44. C. many purchase decisions are made in the store where many sales promotions are found. A. Price-off deals Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. B. merchandising support 51. 3. C. Companies want promotions that require consumer involvement with their brands. The most popular method for distributing coupons is: A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. \text { Actual direct labor hours for March } & & 245,000 \\ B. trade promotions The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. Niche markets are not different from segments; they are usually just smaller. a. organizing citizens to improve their neighborhoods. D. magazines, 55. Manufacturers are spending more money on media advertising. A trade layout The VP says that the person who first kicks off the purchase process is the blank________. A. Interviews to study company's employees C. assist consumers to experience the brand directly 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. Monies that must be paid to a retailer so they will take on a company's new product are known as: \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ Fewer clusters means greater heterogeneity within a cluster. C. A rebate award A. A. 91. Which of the following sales promotion tools work best for Kellogg's? Communication and trust are also critical to channel success. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? A. incentive marketing D. Rebates and refunds, 18. B. growth stage D. In-store coupons for $1.00 off Miracle Whip, 33. C. rebates 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. Marketing strategy links goals and blank_______. Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. is when one party cooperates with another because the former seeks affiliation with the latter. Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. C. to set direction. Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. D. High value coupons and sampling, 32. C. Lower redemption rate A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. D. Retailers are not happy having to purchase large amounts of product to support the promotion. B. franchise building promotion C. push money. B. Contests D. Event marketing. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. D. account-specific marketing, 19. B. bounce-back A. B. nonfranchise-building promotion C. brand equity Development of strategic alternatives 50. D. A price reduction of $5 on a pair of Lee jeans. Rebates are used only for consumer durables such as automobiles and appliances. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: Sampling D. promotional traps. \hline Examples of value-added activities include all of the following except: Product design. D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. Some activities can be both push and pull strategies. The customer makes two kinds of ratings: How does our company rate on a number of attributes? A. In-store sampling A. baby stroller 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). The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. 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) D. In-store coupons, 62. C. $1.00 D. $0.75, 54. C. the copy and layout of the coupon 45. \end{array} 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? This form of performance-based assessment can take time, so there . B. push monies Compensation is another key issue. Sampling through the media A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. D. are always welcome by retailers since bonus packs increase their profit margins. D. In-pack coupons for any variety of Breton crackers, 34. What do customers really want if they can't have all the features and a low price? 3. Perishabilityservices cannot be stored and hence matching supply with demand is critical. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. D. Contests/sweepstakes. b. reciprocity. A. encourage consumers to buy on the basis of price A. D. the payoff is larger. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. Sampling 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). C) Ensure that there is an independent audit committee. Door-to-door sampling 2. C. A trade show D. can be accomplished through consumer promotions that help build its brand equity, 23. Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. 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. B. Many attempts at one-to-one marketing have been cost ineffective. C. Consumer switching behaviour is curtailed. A. it cannot be broken down into small sizes Sampling Example: the survey rating is 1 (not as good as others) to 7 (better than others). C. A free sport bottle with the purchase of a four-pack of Gatorade -Modality of administration (e.g., Web survey, mail, personal interview) takes a different approach. Understanding power structure and handling conflict are important to channel success. Conjoint Analysis for testing attributes Sampling through the mail 5Cs: 16. C. Image advertising Consumer product companies are launching fewer new products each year. They pay retailer handling and processing costs of 10 per coupon redeemed. Vertical conflict is among partners at different levels in the channel. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Rebates and high value checkout coupons A. 90. B. off-price deal Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: Trade allowances are detracting from the image of the retailers who carry their brands. A. 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 pairs of means are used to plot the attributes in a two-dimensional space. The contest or sweepstakes can create excitement and interest in a brand. Segments are homogenous groups of customers. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? 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. Each role seeks different attributes (price, great features, delivery date, customer service). The implementation of a pull system is an effective way for optimizing resources in a production process. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. D. growth. A. A. ________ is an exchange between a firm and its customers. C. trade allowance Every marketing decision should be based on facts and information. 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