Question 1

Ocean Spray offers its retail accounts a $3.00 per case discount on all of the cranberry juice they purchase during the month of May.This discount will be deducted straight from the bill.This is an example of:

Accepted Answer

A)  push money.
B)  a slotting allowance.
C)  an off-invoice allowance.
D)  a display allowance.
E)  a coop allowance.F) A) and B)
G) A) and C)

Question 2

Which of the following statements is true about couponing?

Accepted Answer

A)  Coupons offer price reductions only to those consumers who are price sensitive.
B)  Coupons are often used by consumers who are already loyal to the brand.
C)  Coupons for established brands or products are not redeemed.
D)  Coupons are more effective than sampling for inducing initial product trial in a short period.
E)  The redemption rate of coupons is very high.F) A) and C)
G) A) and B)

Question 3

What do some businesspeople give as a reason for the increasingly short-term focus on performance and sales volume in business today?

Accepted Answer

A)  The primacy effect
B)  The more rapid movement of consumers through the hierarchy of effects model
C)  A habit of frequent repositioning
D)  Synergistic buying
E)  The brand management systemF) A) and C)
G) D) and E)

Question 4

Which of the following statements describes how brand equity is affected by the increased role of sales promotion?

Accepted Answer

A)  Critics argue sales promotions generally result in higher brand equity.
B)  Sales promotions do not contribute to the erosion of brand equity.
C)  Proponents of brand equity argue increased spending on sales promotion is coming at the expense of media advertising,and this is leading to decline in brand equity.
D)  There is strong agreement that any type of sales promotion activity detracts from brand equity.
E)  Marketing experts generally agree that sales promotion plays an important role in building and maintaining a brand's image and position.F) D) and E)
G) All of the above

Question 5

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:

Accepted Answer

A)  it cannot be broken down into small sizes.
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.
C)  it may be too difficult to find a way to distribute the samples.
D)  consumers may think it is of poor quality since samples are being given away.
E)  it would create an easily imitated competitive advantage.F) A) and B)
G) None of the above

Question 6

On the inside of the Tortino's brand pizza box was a $1-off coupon for the purchase of the next Tortino's pizza.Tortino's used a(n) _____ coupon.

Accepted Answer

A)  cross-ruff
B)  bounce-back
C)  instant
D)  cross sell
E)  same purchaseF) A) and D)
G) A) and C)

Question 7

_____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers.

Accepted Answer

A)  A planogram
B)  A trade layout
C)  Cooperative advertising
D)  A trade show
E)  Event marketingF) A) and E)
G) A) and D)

Question 8

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 incentive to purchase.

Accepted Answer

A)  coupon
B)  sample
C)  premium
D)  rebate
E)  off-price dealF) A) and C)
G) A) and B)

Question 9

Which of the following statements is true about the slotting allowances charged by many retailers?

Accepted Answer

A)  Retailers justify slotting allowances by pointing to the costs associated with taking on a new product.
B)  Retailers are not justified in charging slotting allowances since most new products are successful.
C)  Large companies with popular brands are the most likely to have to pay slotting allowances.
D)  Slotting allowances are illegal and banned by the federal government.
E)  The costs slotting allowances add to new product introductions are minimal.F) A) and B)
G) A) and C)

Question 10

According to attribution theory,a consumer who purchases a product on promotion may not repurchase it because the:

Accepted Answer

A)  purchase behavior is attributed to an external incentive.
B)  relationships between promotions and attitudes are weak.
C)  primary reinforcement is the brand,and not the promotional incentive.
D)  consumer really does not care about which brand is purchased.
E)  purchase is internally motivated and unaffected by an external incentive.F) D) and E)
G) A) and E)

Question 11

Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.This is an example of a _____ premium.

Accepted Answer

A)  cost-covered
B)  self-liquidating
C)  subsidized
D)  cost-plus
E)  base-costF) All of the above
G) A) and B)

Question 12

Critics of sales promotions contend the increase in sales promotions is leading to a decrease in:

Accepted Answer

A)  retailer power.
B)  ad readership scores.
C)  brand equity.
D)  promotional traps.
E)  consumer primacy.F) B) and D)
G) B) and C)

Question 13

Which of the following is an example of consumer-oriented sales promotion activity?

Accepted Answer

A)  Off-invoice allowances
B)  Promotional allowances
C)  Point-of-purchase displays
D)  Trade shows
E)  CouponsF) All of the above
G) A) and D)

Question 14

Which of the following is a disadvantage associated with couponing?

Accepted Answer

A)  It can be difficult to estimate how many consumers will use a coupon and when.
B)  It is not useful in encouraging trail.
C)  Response to a coupon is immediate.
D)  It does not help in encouraging non - users to try a brand.
E)  It may encourage regular users to trade down to inexpensive brands.F) C) and D)
G) A) and D)

Question 15

Which of the following statements about the use of premium offers by fast-food chains such as McDonald's and Burger King is true?

Accepted Answer

A)  Many of the premiums used by these companies have cross-promotional tie-ins with popular movies.
B)  Most of the premiums used by these companies are self-liquidating.
C)  Many of the premium offers used by these companies are targeted at adults.
D)  Most of the premium offers used by these restaurants are not effective at generating incremental sales.
E)  Free premiums always produce positive public relations for the company providing them.F) C) and D)
G) B) and C)

Question 16

Smucker's ran a sweepstakes promoting Smucker's ice cream toppings.The sweepstakes was designed to let NASCAR fans know Smucker's sponsored a NASCAR racing team.The purchase of any specially-marked toppings gave customers a chance to win a new Ford Taurus or thousands of other prizes instantly from Smucker's.In this example,a sales promotion was used to:

Accepted Answer

A)  attract non-users of the product category.
B)  identify new uses for the brand.
C)  attract users of a competitive brand.
D)  show new usage situation for the brand.
E)  target a specific market segment.F) A) and D)
G) C) and E)

Question 17

A _____ is a configuration of products that occupy a shelf section in a store offered to resellers by manufacturers.

Accepted Answer

A)  slotting plan
B)  planogram
C)  promotional layout
D)  retail format
E)  store layoutF) B) and E)
G) A) and C)

Question 18

Which of the following is an advantage of the sampling method of sales promotion?

Accepted Answer

A)  It is the least expensive of all other methods of sales promotion.
B)  The costs of the sampling program can easily be recovered with just a few purchases.
C)  Results of sampling could be easily seen immediately for all products.
D)  It is extremely useful for products and services that do not have subtle features.
E)  Sampling generates much higher trial rates than advertising.F) A) and E)
G) B) and D)

Question 19

The most popular method for distributing coupons is:

Accepted Answer

A)  newspaper freestanding inserts.
B)  direct mail.
C)  in/on packs.
D)  magazines.
E)  newspaper supplements.F) A) and C)
G) D) and E)

Question 20

Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion should be most effective for Gillette's Right Guard brand?

Accepted Answer

A)  Direct mail coupons
B)  Event marketing
C)  Coupons distributed through freestanding inserts in newspapers
D)  In-store coupons
E)  SpiffsF) D) and E)
G) A) and E)

Exam 14: Sales Promotion

Which of the following statements describes how brand equity is affected by the increased role of sales promotion?

Correct Answer
verified

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 incentive to purchase.

Correct Answer
verified

What do some businesspeople give as a reason for the increasingly short-term focus on performance and sales volume in business today?

Correct Answer
verified

Correct Answer
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The most popular method for distributing coupons is:

Correct Answer
verified

_____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers.

Correct Answer
verified

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:

Correct Answer
verified

A _____ is a configuration of products that occupy a shelf section in a store offered to resellers by manufacturers.

Correct Answer
verified

Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.This is an example of a _____ premium.

Correct Answer
verified

Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion should be most effective for Gillette's Right Guard brand?

Correct Answer
verified

Which of the following is a disadvantage associated with couponing?

Correct Answer
verified

Ocean Spray offers its retail accounts a $3.00 per case discount on all of the cranberry juice they purchase during the month of May.This discount will be deducted straight from the bill.This is an example of:

Correct Answer
verified

Which of the following statements is true about couponing?

Correct Answer
verified

On the inside of the Tortino's brand pizza box was a $1-off coupon for the purchase of the next Tortino's pizza.Tortino's used a(n) _____ coupon.

Correct Answer
verified

Which of the following statements about the use of premium offers by fast-food chains such as McDonald's and Burger King is true?

Correct Answer
verified

According to attribution theory,a consumer who purchases a product on promotion may not repurchase it because the:

Correct Answer
verified

Which of the following is an example of consumer-oriented sales promotion activity?

Correct Answer
verified

Critics of sales promotions contend the increase in sales promotions is leading to a decrease in:

Correct Answer
verified

Which of the following statements is true about the slotting allowances charged by many retailers?

Correct Answer
verified

Which of the following is an advantage of the sampling method of sales promotion?

Correct Answer
verified

Exam 14: Sales Promotion

Which of the following statements describes how brand equity is affected by the increased role of sales promotion?

Correct AnswerverifiedShow Answer

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 incentive to purchase.

Correct AnswerverifiedShow Answer

What do some businesspeople give as a reason for the increasingly short-term focus on performance and sales volume in business today?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The most popular method for distributing coupons is:

Correct AnswerverifiedShow Answer

_____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

A _____ is a configuration of products that occupy a shelf section in a store offered to resellers by manufacturers.

Correct AnswerverifiedShow Answer

Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.This is an example of a _____ premium.

Correct AnswerverifiedShow Answer

Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion should be most effective for Gillette's Right Guard brand?

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage associated with couponing?

Correct AnswerverifiedShow Answer

Ocean Spray offers its retail accounts a $3.00 per case discount on all of the cranberry juice they purchase during the month of May.This discount will be deducted straight from the bill.This is an example of:

Correct AnswerverifiedShow Answer

Which of the following statements is true about couponing?

Correct AnswerverifiedShow Answer

On the inside of the Tortino's brand pizza box was a $1-off coupon for the purchase of the next Tortino's pizza.Tortino's used a(n) _____ coupon.

Correct AnswerverifiedShow Answer

Which of the following statements about the use of premium offers by fast-food chains such as McDonald's and Burger King is true?

Correct AnswerverifiedShow Answer

According to attribution theory,a consumer who purchases a product on promotion may not repurchase it because the:

Correct AnswerverifiedShow Answer

Which of the following is an example of consumer-oriented sales promotion activity?

Correct AnswerverifiedShow Answer

Critics of sales promotions contend the increase in sales promotions is leading to a decrease in:

Correct AnswerverifiedShow Answer

Which of the following statements is true about the slotting allowances charged by many retailers?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of the sampling method of sales promotion?

Correct AnswerverifiedShow Answer

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