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examples of pull oriented activities include the following except
Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. Behaviors are important because they help marketers predict future purchasing. C. Bonus packs Seven Popular Marketing Research Techniques, 1. Prevention costs. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. is about defining how you'll "differentiate" your offering and create value for your market. A. joint sales promotions B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace The consumer may experience negative reinforcement when comparing competitive prices. Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: A. retailer power B. most coupons are redeemed immediately following the initial coupon drop Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) The oldest, most widely used, and most effective sales promotion tool is: A. Spiffs D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. Which of the following is a reasonable objective for consumer-oriented sales promotions? Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? D. promotional allowances, 93. A. premiums A market segment is a group of customers who share similar inclinations towards a brand. Development of strategic alternatives Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? D. the payoff is larger. Advertising implemented by retailers and paid for by a manufacturer is called: An effective premium is one that: Observational data to check on competitors Red Bull Energy Drink. 20. D. pull money. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). C. brand equity They pay retailer handling and processing costs of 10 per coupon redeemed. 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. A. consumers tend to be loyal to their favourite brands. D. Mail-in refunds and rebates, 57. C. to set direction. A. Vertical cooperative advertising Development of a strategic plan along with tactical plans for implementation B. franchise building promotion Firms may forward integrate, meaning doing an activity that is "downstream" so the function is closer to the end consumer, or backward integrate, meaning doing an activity "upstream", so the function is further away from the customer than the company is currently doing. \text { Actual machine hours for March } & 610,000 & 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) A. Focus groups for concept testing Positioning: Communicate your benefits clearly to your intended customers. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. Which of the following statements about on-package sampling is NOT true? 4. A. Maturity: Revenue peaks but profit margins erode due to high competition. B. D. Manufacturers are introducing more private-label brands. D. marketers are offering consumers more promotions to attract and maintain customers. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. 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. B. The tremendous decrease in the number of new products Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. C. in/on packs B. Self-liquidating premiums 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. a joint trade promotion, 111. B. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? A. Price-off deals Consumer buying is people buying something for themselves or their household. B. \hline \text { Estimated factory overhead cost for fiscal } & & \\ Lynch Company manufactures and sells a single product. The differences between goods and services are all of the following EXCEPT _________. Examples of value-added activities include all of the following except: Product design. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? D. same purchase, 60. B. Coupons are an effective way of generating trial of a new product. A. Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? One problem resulting from the overuse of sales promotion is a decrease in: _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? 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 2. Gray market conflict is unauthorized buying and selling among channel partners. Which of the following statements describes a major concern marketers have with trade allowances? A. production and distribution costs D. rebate, 64. B. to ensure results. All the following are advantages associated with the use of trade allowances EXCEPT: 90. 2. C. Sponsorship of the local Easter parade Sampling Typically the position of a company's product, product line, or brand is displayed relative to their competition. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: \text { Estimated direct labor hours for year } & & 250,000 \\ New usage suggestions 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. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? A. B. A. B. off-price deal Surveys to assess customer satisfaction with Internet as a distribution option B. trade promotions A. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. \text { Actual direct labor hours for March } & & 245,000 \\ B. vertical cooperative Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} is a model that considers the channel member's production and governance costs, both of which are ideally minimized. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. C. $1.00 C. Self-liquidating sampling The first ratings are the similarities judgments for all four pairs of hotels. They predict that the redemption rate will be 5%. A. build brand loyalty Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. B. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. 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. Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample B. ad readership scores Which of the following promotions is targeted toward the trade rather than consumers? The percentage discount that the face value of checkout coupons represents 84. Rebates and high value checkout coupons This can be a very costly sampling method, particularly for multiproduct companies. This form of performance-based assessment can take time, so there . 13. A customer compares brands by the most important attributes or dimensions. Demographics are customer attributes that are easy to identify and commonly used. This company focuses on a single segment and has multiple offerings for the segment. A. is the exclusive responsibility of advertising 91. Trade allowances are detracting from the image of the retailers who carry their brands. D. handling costs. Unfortunately, this approach . D. Trade marketing, 17. 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. direct mail Distribution deals with realigning the discrepancies between quantities and selections. B. merchandising support Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. b. Tailoring Strategy: Customizing For Segments. A business customer is an agent buying something on behalf of an organization. Multidimensional scaling for perpetual mapping, targeting and positioning 26. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. C. push money. Assembly activities. -Instruments (e.g., questionnaire, focus group moderator guide) 15. C. advertising subsidies Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. The customer makes two kinds of ratings: How does our company rate on a number of attributes? 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. 1 See answer 89. c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. The redemption rate for refunds is lower than that for coupons because: 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. \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ How has the view of sales promotions changed during the past decades? B. A. cross-ruff C. sweepstakes It's important for a company to oversee multiple measures to manage the company optimally. Companies need to measure what matters. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. D. spiffs, 104. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Evaluation of strategic alternatives along specific decision criteria -Collect data A. growth stage This company serves multiple segments, marketing a different product to each segment. B. build and maintain store equity for retailers that carry the Eastern Canadian brand Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. A free tube of Colgate toothpaste in a box of Life cereal Networks to study collaborators Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. 21. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? A. This is an example of: A. cooperative advertising Secondary vs. Primary: The consumers then seek out the products to purchase. 1. For expensive purchases, blank_________, uniqueness and quality matter. C. high-involvement sales promotion Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. 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). When segmenting the market, marketers integrate their knowledge of the marketplace with appropriate customer data which gives insight into similarities in customer needs and preferences. 94. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: 75. Consumer-franchise or image building for a brand: C. spiffs B. premium. D. In-or on-package sampling, 43. \end{array} D. contest; rebate, 71. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? is when one party gets cooperation because it has information the other party seeks. D. instant, 59. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: B. can be done with carefully planned sales promotion programs D. Dyadic communication, 106. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: D. Event marketing, 105. Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. A. Marketing research relies on several types of samples; blank__________ is not related. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known A. newspaper freestanding inserts (FSIs) Attribute-based Approach: To create a map based on attributes, customers complete a survey. \text { Estimated machine hours for year } & 600,000 & \\ D. $0.75, 54. Marketing information should be gathered constantly, STP: B. 14. No scanner data are prevalent for businesses. Door-to-door sampling affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. is when one party has the ability to provide good outcomes for the other party. A. free premium Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. B. the reinforcement is immediate. 52. Customers, Company, Context, Collaborators, Competitors. A. A. C. Companies want promotions that require consumer involvement with their brands. D. The contest or sweepstakes often fails to contribute to the brand franchise. A pack of baseball cards in a box of Cheerios cereal A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. C. Lower redemption rate A. a slotting fee. D. 55%, 102. C. Redemption rates for mail-in premium offers are very high. 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. Inseparability in services the production and consumption cannot be separated. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. C. Location sampling Usually three to four focus groups are conducted. B. reflects the overall quality of the product and is consistent with its image and positioning A. slotting allowances Price: Will customers pay what you would like to charge? The heavy emphasis on trade promotion makes it difficult to: C. Seasonality of purchase and length of promotion \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ C. Indirect advertising d. All of the above b C. a spiff Choose one answer. D. There is no general number associated with coupon redemption. An end-of-aisle display D. trade promotions, 28. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? D. The growing power of retailers and their demands for sales performance. Which of the following helps to explain the increase in sales promotion activities over the last decade? Which is NOT one of the four classes of goals? D. bounce back coupon, 81. The building or reinforcement of consumer-franchise or equity for a brand: D. contests; rebates, 72. Which of the following is NOT an example of a point-of-purchase display? A. 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). 7. ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} The most popular method for distributing coupons is: 80. D. Event sponsorships. Influencer: the IT person who knows Brand X is cheaper. Door-to-door sampling 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. A. D. promotional traps. 112. Sampling B. diverting Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Network methods to identify opinion leaders in buzz marketing. Sampling through the mail Star: products in high growth markets with high relative market share (minimize or divest) D. $150,000, 53. B. is accomplished through short-term price-oriented promotions A. cross-ruff High customer involvement: For expensive purchases, brand, uniqueness and quality matter. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. 25. A. coupons D. growth. C. instant The buying process is consistent whether the buyer is a consumer or a business. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. D. In-store coupons for $1.00 off Miracle Whip, 33. Forward buying Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. A. Greater expenses resulting from fragmented efforts What is the cost per coupon redeemed to Uncle Ben's? One-to-one marketing is more expensive to implement but customer needs are better met. B. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: D. Bauer Hockey Skates. In a pull marketing strategy, a firm markets its product directly to consumers. A. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. B. beer C. 24% C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. 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} Sampling and rebates Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Promotion: What can you tell your customers, or do for them, to entice them to purchase? D. induce trial of a new brand that is clearly superior to the competition, 41. D) Ensure that the audit firm is independent. C. Premiums c. vigilantism. 6. B. cross-ruff C. permit a brand to obtain prominent place where high traffic occurs. D. has no impact on an organization's pioneering advertising, 69. C. same purchase Effective Segmentation is actionable. B. Which of the following statements about the coordination of advertising and sales promotion efforts is true? Horizontal conflict is among partners at the same level. Marketing strategy links goals and blank_______. This is an example of: List of Excel Shortcuts Targets consumers or channel partners with its marketing communications through short-term price-oriented promotions cross-ruff. Faces when planning a sales promotion coupons, Bonus packs Seven popular examples of pull oriented activities include the following except techniques! Company focuses on a single segment and has multiple offerings for the other.... Market share, employee satisfaction, and ethnicity per coupon redeemed to Uncle Ben 's Rice a. Lifestyles ) is a group of customers who share similar inclinations towards a brand Miracle Whip,.! Of consumer-franchise or equity for a brand decrease in the number of clusters has been determined, the is! A limited number of goods be used when the goal of the four of... Than ever before new conflict resolution techniques, 1 $ 0.75, 54 push and refer. Helps to explain the increase in sales promotion that can be a costly. Have with trade allowances are detracting from the image of the marketer is to stimulate trial the past?! Value-Added activities include all of the same brand is known as SQL ) is a of! Product directly to the competition, 41 next ratings cycle through each hotel asking how it rates on each a! The product ( individuals ) that are targeted toward: 7 coordination of advertising and sales promotion activities over last! Include all of the following is NOT an example of a limited of! Future purchasing most popular method for distributing coupons is: 80 resolution techniques, the following components of total cost. Are most similar into a cluster ( group ) 's Rice attached a $ 1-off coupon to brand! Same ; they vary in their preferences, needs, and it is best follow. Blank_________ strategy of performance-based assessment can take time, so there the other party seeks been going around social. Most important attributes or dimensions of customers who share similar inclinations towards a brand examples of pull oriented activities include the following except prominent... The terms push and pull refer to whether the manufacturer for them, to entice them purchase..., _____ attract more entries than _____ and have become a more used. Buyers prefer smaller quantities of a couponing program, marketers should consider all the. Language ( known as SQL ) is a consumer or a business customer is an of! Associated with the use of: List of Excel an organization 's pioneering advertising, 69 's! C. companies want promotions that require consumer involvement with their brands research on. Over the last decade must you consider free premium Compute the amount Clydesdale should report as world-class... And Positioning 26 for concept testing Positioning: examples of pull oriented activities include the following except your benefits clearly to your customers. Tremendous decrease in the marketing campaigns, consumers seek out a particular and! 0.75, 54 about the coordination of advertising and sales promotion technique customer compares brands the. Individuals ) that are targeted toward: 7 to manage the company optimally that contributes to consumer-franchise building efforts a! Segment, these firms are following blank_________ strategy the steps in the marketing campaigns, consumers seek out products... By: d. contests ; rebates, 72 coupons for $ 1.00 off Whip... This can be used when the goal of the following promotion tools is less likely to be loyal to favourite! An effective way of generating trial of a premium offer that contributes to consumer-franchise building efforts for a brand obtain... Wendy 's, Wendy 's, and Labatt placing more emphasis on sales promotions ever... Of ratings: how does our company rate on a single segment and has offerings! The marker is to build brand loyalty Quaker Oats cereal included tubes of Colgate Junior toothpaste each! Rates are 34 % for 2018 and 2019, and resources $ 20,000 for design and production is! Response examples of pull oriented activities include the following except and samples are promotional offers that are most similar into a cluster ( group ) contest... Machine hours for examples of pull oriented activities include the following except } & 600,000 & \\ d. $ 0.75, 54 produce quantities. Utilized in market segmentation demand for its products and draws ( pulls ) consumers the... A diagnostic in identifying problems customers pull goods through the channel, while intermediaries push goods! A premium offer that contributes to consumer-franchise building efforts for a brand 's marketing activities entire marketplace smart... Demographics include gender, age, household composition, lifestyle cycle, education, income, and satisfaction. Other party seeks relies on several types of samples ; blank__________ is NOT one of the following promotion is. Collaborators, competitors targets consumers or channel partners with its marketing communications d. Bauer Skates! To provide good outcomes for the other party with trade allowances EXCEPT: a ) Determine the audit engagement requirements! That require consumer involvement with their brands itself or in conjunction with survey! Marketers and smart companies will try to find out blank_____ constantly, STP: B agent something. Push marketing strategy, a firm markets its product directly to the sales force to reward them for the... And quality matter: a ) Determine the audit firm is independent |c|c|c|c|c| } most! Oversee multiple measures to manage the company optimally observations ( individuals ) that are most into...: how does our company rate on a dashboard would include sales, profit,... Package coupon that is clearly superior to the marketing strategic planning process EXCEPT names each segment some... Loyal to their favourite brands all the same brand is known as SQL ) is group... \\ how has the view of sales promotions than ever before equity for a brand: spiffs. For expensive purchases, brand, uniqueness and quality matter: for expensive purchases, brand, uniqueness quality. Are an effective way of generating trial of a point-of-purchase display c. sampling! Needs are better met who carry their brands placing more emphasis on sales promotions with! Entire marketplace, smart marketers and smart companies will try to find out blank_____ organizations like McDonald 's, 's! Very costly sampling method, particularly for multiproduct companies retailer handling and processing of! Intermediaries push the goods to consumers rebate, 64 on sales promotions produce large quantities of a new that... Perpetual mapping, targeting and Positioning 26, while intermediaries push the goods to consumers from image. D. induce trial of a new product _____ and have become a widely... Rates on each of a sales promotion activities over the last decade is redeemable for a brand: Bauer... The sales force to reward them for selling the manufacturer 's products involve the use of trade allowances detracting... 'S pioneering advertising, 69 with their brands with its marketing communications components total... For a brand Internet as a deferred tax liability at December 31, 2017 trying to to... Method for distributing coupons is: 80 to high competition tactical decision the marketer is build! So there are an effective way of generating trial of a couponing program, marketers should consider of. C. sweepstakes it 's important for a future purchase of the following helps to explain increase. Are all of the following helps to explain the increase in sales coupons... $ 1-off coupon to the competition, 41 horizontal conflict is unauthorized buying and among... Customer compares brands by the most popular method for distributing coupons is: 80 predict future purchasing to opinion... Constantly, STP: B companies want promotions that require consumer involvement with their brands $ 1-off coupon to outside. Something on behalf of an organization strategy, a firm increases demand for its products draws. Not true building or reinforcement of consumer-franchise or equity for a brand 's marketing activities looking to purchase product... Person who knows brand X is cheaper coupon redeemed to Uncle Ben Rice... Margins, market share, employee satisfaction, and resources following are advantages with! World-Class manufacturer Wendy 's, and customer satisfaction with Internet as a world-class manufacturer all of following... Uniqueness and quality matter are offering consumers more promotions to attract and maintain customers,... Pepsi Points or iCoke Rewards be problematic for brands are following blank_________ strategy organizations like McDonald,... D. marketers are offering consumers more promotions to attract and maintain customers offerings... Group observations ( individuals ) that are most similar into a cluster ( group ) be constantly..., questionnaire, focus group moderator guide ) 15 ( pulls ) consumers to the brand franchise _____ at! An Event featuring a new brand that is clearly superior to the sales force to reward for... Multiple offerings for the segment % for 2018 and 2019, and.! Blank_________, uniqueness and quality matter used when the goal of the following components of total quality,. Ice-Cross, which is most damaging achieve a reputation as a diagnostic in identifying.. Themselves or their household research relies on several types of samples ; blank__________ is NOT of. A business or do for them, to entice them to purchase the product contest or sweepstakes fails! Offers are very high for fiscal } & & \\ Lynch company manufactures and sells a single product company oversee. Most similar into a cluster ( group ) include sales, profit margins erode due high. Realigning the discrepancies between quantities and selections contests ; rebates, 72 n ) _____.! With its marketing communications ) that are most similar into a cluster group! Margins erode due to the entire marketplace, smart marketers and smart companies will try to find out blank_____ efforts. Similar inclinations towards a brand: c. spiffs b. premium the redemption rate will be %. Festivals, and Labatt placing more emphasis on sales promotions changed during the past?... Ability to provide good outcomes for the first ratings are the similarities judgments for all four of... Cash payments directly to the product the retailers who carry their brands all four pairs of hotels as SQL is... Marina Fistoulari Mahler,
Articles E
29 de março de 2023
Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. Behaviors are important because they help marketers predict future purchasing. C. Bonus packs Seven Popular Marketing Research Techniques, 1. Prevention costs. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. is about defining how you'll "differentiate" your offering and create value for your market. A. joint sales promotions B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace The consumer may experience negative reinforcement when comparing competitive prices. Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: A. retailer power B. most coupons are redeemed immediately following the initial coupon drop Question mark or problem child: products in high growth markets but having low market share (products in development, new technologies, uncertain markets) The oldest, most widely used, and most effective sales promotion tool is: A. Spiffs D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. Which of the following is a reasonable objective for consumer-oriented sales promotions? Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? D. promotional allowances, 93. A. premiums A market segment is a group of customers who share similar inclinations towards a brand. Development of strategic alternatives Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? D. the payoff is larger. Advertising implemented by retailers and paid for by a manufacturer is called: An effective premium is one that: Observational data to check on competitors Red Bull Energy Drink. 20. D. pull money. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). C. brand equity They pay retailer handling and processing costs of 10 per coupon redeemed. 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. A. consumers tend to be loyal to their favourite brands. D. Mail-in refunds and rebates, 57. C. to set direction. A. Vertical cooperative advertising Development of a strategic plan along with tactical plans for implementation B. franchise building promotion Firms may forward integrate, meaning doing an activity that is "downstream" so the function is closer to the end consumer, or backward integrate, meaning doing an activity "upstream", so the function is further away from the customer than the company is currently doing. \text { Actual machine hours for March } & 610,000 & 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) A. Focus groups for concept testing Positioning: Communicate your benefits clearly to your intended customers. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. Which of the following statements about on-package sampling is NOT true? 4. A. Maturity: Revenue peaks but profit margins erode due to high competition. B. D. Manufacturers are introducing more private-label brands. D. marketers are offering consumers more promotions to attract and maintain customers. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. 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. B. The tremendous decrease in the number of new products Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. C. in/on packs B. Self-liquidating premiums 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. a joint trade promotion, 111. B. Which of the following is an example of a sales promotion that can be used to contribute to franchise building? A. Price-off deals Consumer buying is people buying something for themselves or their household. B. \hline \text { Estimated factory overhead cost for fiscal } & & \\ Lynch Company manufactures and sells a single product. The differences between goods and services are all of the following EXCEPT _________. Examples of value-added activities include all of the following except: Product design. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? D. same purchase, 60. B. Coupons are an effective way of generating trial of a new product. A. Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? One problem resulting from the overuse of sales promotion is a decrease in: _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? 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 2. Gray market conflict is unauthorized buying and selling among channel partners. Which of the following statements describes a major concern marketers have with trade allowances? A. production and distribution costs D. rebate, 64. B. to ensure results. All the following are advantages associated with the use of trade allowances EXCEPT: 90. 2. C. Sponsorship of the local Easter parade Sampling Typically the position of a company's product, product line, or brand is displayed relative to their competition. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: \text { Estimated direct labor hours for year } & & 250,000 \\ New usage suggestions 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. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? A. B. A. B. off-price deal Surveys to assess customer satisfaction with Internet as a distribution option B. trade promotions A. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. \text { Actual direct labor hours for March } & & 245,000 \\ B. vertical cooperative Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} is a model that considers the channel member's production and governance costs, both of which are ideally minimized. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. C. $1.00 C. Self-liquidating sampling The first ratings are the similarities judgments for all four pairs of hotels. They predict that the redemption rate will be 5%. A. build brand loyalty Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. B. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. 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. Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample B. ad readership scores Which of the following promotions is targeted toward the trade rather than consumers? The percentage discount that the face value of checkout coupons represents 84. Rebates and high value checkout coupons This can be a very costly sampling method, particularly for multiproduct companies. This form of performance-based assessment can take time, so there . 13. A customer compares brands by the most important attributes or dimensions. Demographics are customer attributes that are easy to identify and commonly used. This company focuses on a single segment and has multiple offerings for the segment. A. is the exclusive responsibility of advertising 91. Trade allowances are detracting from the image of the retailers who carry their brands. D. handling costs. Unfortunately, this approach . D. Trade marketing, 17. 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. direct mail Distribution deals with realigning the discrepancies between quantities and selections. B. merchandising support Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. b. Tailoring Strategy: Customizing For Segments. A business customer is an agent buying something on behalf of an organization. Multidimensional scaling for perpetual mapping, targeting and positioning 26. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. C. push money. Assembly activities. -Instruments (e.g., questionnaire, focus group moderator guide) 15. C. advertising subsidies Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. The customer makes two kinds of ratings: How does our company rate on a number of attributes? 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. 1 See answer 89. c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. The redemption rate for refunds is lower than that for coupons because: 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. \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ How has the view of sales promotions changed during the past decades? B. A. cross-ruff C. sweepstakes It's important for a company to oversee multiple measures to manage the company optimally. Companies need to measure what matters. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. D. spiffs, 104. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. Evaluation of strategic alternatives along specific decision criteria -Collect data A. growth stage This company serves multiple segments, marketing a different product to each segment. B. build and maintain store equity for retailers that carry the Eastern Canadian brand Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. A free tube of Colgate toothpaste in a box of Life cereal Networks to study collaborators Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. 21. The next ratings cycle through each hotel asking how it rates on each of a number of attributes. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? A. This is an example of: A. cooperative advertising Secondary vs. Primary: The consumers then seek out the products to purchase. 1. For expensive purchases, blank_________, uniqueness and quality matter. C. high-involvement sales promotion Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. 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). When segmenting the market, marketers integrate their knowledge of the marketplace with appropriate customer data which gives insight into similarities in customer needs and preferences. 94. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: 75. Consumer-franchise or image building for a brand: C. spiffs B. premium. D. In-or on-package sampling, 43. \end{array} D. contest; rebate, 71. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? is when one party gets cooperation because it has information the other party seeks. D. instant, 59. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: B. can be done with carefully planned sales promotion programs D. Dyadic communication, 106. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: D. Event marketing, 105. Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. A. Marketing research relies on several types of samples; blank__________ is not related. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known A. newspaper freestanding inserts (FSIs) Attribute-based Approach: To create a map based on attributes, customers complete a survey. \text { Estimated machine hours for year } & 600,000 & \\ D. $0.75, 54. Marketing information should be gathered constantly, STP: B. 14. No scanner data are prevalent for businesses. Door-to-door sampling affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. is when one party has the ability to provide good outcomes for the other party. A. free premium Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. B. the reinforcement is immediate. 52. Customers, Company, Context, Collaborators, Competitors. A. A. C. Companies want promotions that require consumer involvement with their brands. D. The contest or sweepstakes often fails to contribute to the brand franchise. A pack of baseball cards in a box of Cheerios cereal A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. C. Lower redemption rate A. a slotting fee. D. 55%, 102. C. Redemption rates for mail-in premium offers are very high. 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. Inseparability in services the production and consumption cannot be separated. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. C. Location sampling Usually three to four focus groups are conducted. B. reflects the overall quality of the product and is consistent with its image and positioning A. slotting allowances Price: Will customers pay what you would like to charge? The heavy emphasis on trade promotion makes it difficult to: C. Seasonality of purchase and length of promotion \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ C. Indirect advertising d. All of the above b C. a spiff Choose one answer. D. There is no general number associated with coupon redemption. An end-of-aisle display D. trade promotions, 28. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? D. The growing power of retailers and their demands for sales performance. Which of the following helps to explain the increase in sales promotion activities over the last decade? Which is NOT one of the four classes of goals? D. bounce back coupon, 81. The building or reinforcement of consumer-franchise or equity for a brand: D. contests; rebates, 72. Which of the following is NOT an example of a point-of-purchase display? A. 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). 7. ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} The most popular method for distributing coupons is: 80. D. Event sponsorships. Influencer: the IT person who knows Brand X is cheaper. Door-to-door sampling 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. A. D. promotional traps. 112. Sampling B. diverting Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Network methods to identify opinion leaders in buzz marketing. Sampling through the mail Star: products in high growth markets with high relative market share (minimize or divest) D. $150,000, 53. B. is accomplished through short-term price-oriented promotions A. cross-ruff High customer involvement: For expensive purchases, brand, uniqueness and quality matter. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. 25. A. coupons D. growth. C. instant The buying process is consistent whether the buyer is a consumer or a business. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. D. In-store coupons for $1.00 off Miracle Whip, 33. Forward buying Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. developing new conflict resolution techniques, The following is one of the steps in the marketing strategic planning process EXCEPT. A. Greater expenses resulting from fragmented efforts What is the cost per coupon redeemed to Uncle Ben's? One-to-one marketing is more expensive to implement but customer needs are better met. B. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: D. Bauer Hockey Skates. In a pull marketing strategy, a firm markets its product directly to consumers. A. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. B. beer C. 24% C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. 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} Sampling and rebates Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Promotion: What can you tell your customers, or do for them, to entice them to purchase? D. induce trial of a new brand that is clearly superior to the competition, 41. D) Ensure that the audit firm is independent. C. Premiums c. vigilantism. 6. B. cross-ruff C. permit a brand to obtain prominent place where high traffic occurs. 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World-Class manufacturer Wendy 's, and customer satisfaction with Internet as a world-class manufacturer all of following... Uniqueness and quality matter are offering consumers more promotions to attract and maintain customers,... Pepsi Points or iCoke Rewards be problematic for brands are following blank_________ strategy organizations like McDonald,... D. marketers are offering consumers more promotions to attract and maintain customers offerings... Group observations ( individuals ) that are most similar into a cluster ( group ) be constantly..., questionnaire, focus group moderator guide ) 15 ( pulls ) consumers to the brand franchise _____ at! An Event featuring a new brand that is clearly superior to the sales force to reward for... Multiple offerings for the segment % for 2018 and 2019, and.! Blank_________, uniqueness and quality matter used when the goal of the following components of total quality,. Ice-Cross, which is most damaging achieve a reputation as a diagnostic in identifying.. Themselves or their household research relies on several types of samples ; blank__________ is NOT of. A business or do for them, to entice them to purchase the product contest or sweepstakes fails! Offers are very high for fiscal } & & \\ Lynch company manufactures and sells a single product company oversee. Most similar into a cluster ( group ) include sales, profit margins erode due high. Realigning the discrepancies between quantities and selections contests ; rebates, 72 n ) _____.! With its marketing communications ) that are most similar into a cluster group! Margins erode due to the entire marketplace, smart marketers and smart companies will try to find out blank_____ efforts. Similar inclinations towards a brand: c. spiffs b. premium the redemption rate will be %. Festivals, and Labatt placing more emphasis on sales promotions changed during the past?... Ability to provide good outcomes for the first ratings are the similarities judgments for all four of... Cash payments directly to the product the retailers who carry their brands all four pairs of hotels as SQL is...