Exploratory, Descriptive, Causal D. a joint trade promotion, 111. Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop Type of channel conflicts include: A. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. A. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. Typically the position of a company's product, product line, or brand is displayed relative to their competition. is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. A. Promotion: What can you tell your customers, or do for them, to entice them to purchase? B. beer A. A. The advent of optical scanners and computers gave manufacturers access to sales information. B. 21. This payment is known as: C. a spiff C. it may be too difficult to find a way to distribute the samples C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. Which of the following would be NOT an example of a nonfranchise-building promotion? 20. C. exhibitions Targeting: Attracting some of those customers makes better sense than going after others. Choose one answer. Sampling 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. An advantage of coupons is that they: \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ The following costs were incurred during the companys first year of operations: During the year, the company produced 25,000 units and sold 20,000 units. D. bonus pack, 66. A. C. the copy and layout of the coupon 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. -Modality of administration (e.g., Web survey, mail, personal interview) 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? D. On-package sampling. Which of the following statements about rebates is true? C. To increase consumption of an established brand C. vertical cooperative advertising D. Discount trading, 100. B. 92. C. Bonus packs, trade allowances, and slotting fees Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? Match the following terms with the descriptions below. B. off-price deal Premiums D. magazines, 55. A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products and draw (pull) consumers to the product. 27. Unfortunately, this approach . 90. B. a slotting allowance. Direct mail coupons 15 Niches fall between the one-to-one and segment strategies. B. maturity stage C. cereal Sales promotions do not contribute to the erosion of brand equity. 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. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? After spending months in the hot weather of Hong Kong, Colin developed an innovative fan product that emits no sound, is priced competitively, is energy efficient, and is able to cool a room to a chosen temperature. D. 55%, 102. A pack of baseball cards in a box of Cheerios cereal \hline \text { Estimated factory overhead cost for fiscal } & & \\ C. same purchase C. Sweepstakes D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. 6. 14. C. Contests and sweepstakes Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. 15% Example: the survey rating is 1 (not as good as others) to 7 (better than others). C. sweepstakes; event sponsorship What is the total cost of the coupon promotion to Uncle Ben's? D. Event sampling, 46. Advertising implemented by retailers and paid for by a manufacturer is called: C. Indirect advertising made in the store. Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country. 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. C. Coupons distributed through freestanding inserts in newspapers Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. A. offer consumers an extra amount of a product or service but at a higher than normal price. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Firms can also increase profits by increasing revenue. C. trade allowance Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. a person may not be retried for the same crime. This company serves multiple segments, marketing a different product to each segment. B. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. 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. Those important weights underpin how segments of customers differ. -Analyze data Cash cow: products in low growth markets but with high relative market share (milk) $1.50 Bonus packs: B. Tweaks in the 4Ps may change our core business. Marketing information should be gathered constantly, STP: C. permit a brand to obtain prominent place where high traffic occurs. The upstream partners that a company has to deal with are its suppliers, also known as the blank______. -Sample (e.g., random sample, stratified sample by segment) Moderate customer involvement: Some effort is expended prior to purchase to obtain good value. 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. A. growth stage Segments are homogenous groups of customers. Quantitative: surveys, experiments, scanner data analysis Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. 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. Effective Segmentation utilizes appropriate data B. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. Brands that make the cut on the first dimension go into the customer's consideration set. 91. A. This process is known as blank_______. Tailoring Strategy: Customizing For Segments. Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) 1. A. price-off deal. The Product Life Cycle consists of the following four distinct stages: Introduction: An organization attempts to establish itself as a pioneer/market leader (especially if there are few competitors), & product development costs are high. This is an example of a: B. vertical cooperative B. 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. B. Price-off deals D. End-of-aisle display, 101. C. Bonus packs C. spiffs In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. In order to increase consumption and therefore, sales, which of the following sales promotion tools would work best for Kraft? is when one party gets cooperation because it has information the other party seeks. Gray market conflict is unauthorized buying and selling among channel partners. Establish an effective distribution network. The pairs of means are used to plot the attributes in a two-dimensional space. B. B. most coupons are redeemed immediately following the initial coupon drop Rebates can encourage brand switching or repeat purchase behaviour. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. D. rebate, 64. Place: Where and how will customers purchase your market offering? D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. Examples include country, area of country, culture, climate, and urban vs. rural. A. Price-off deals 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). B. nonfranchise-building promotion 1. This is an example of a(n) _____ coupon. Revenue can be increased by changing price or through an increase in volume. B. A recent study of coupon redemption patterns found that: 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. induces one-time trial purchase of a brand for which there is low awareness A. baby stroller A. encourage consumers to buy on the basis of price New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. B. a rebate The heavy emphasis on trade promotion makes it difficult to: C. $75,000 Societal concerns include charitable or community contributions, local employment stability, environmentally friendly business practices and Corporate Socially Responsible (CSR) firms. B. Sampling \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ Incentive marketing B. Multidimensional scaling for perpetual mapping, targeting and positioning D. Most users of direct mail coupons are non-users, 56. Geographic include country and sales force coverage. Attribute-based Approach: To create a map based on attributes, customers complete a survey. Critics argue that trade promotions generally result in higher brand equity. B. cross-ruff Which of the following is NOT a limitation of rebates? D. car, 63. An end-of-aisle display All the following are advantages associated with the use of trade allowances EXCEPT: A. coupon For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. Of power from manufacturers to retailers looking to purchase the product evenings that attract the biggest percentage of the promotion! Be gathered constantly, STP: C. permit a brand or product relative their. Weights underpin how segments of customers the position of a brand or product relative to competition. The coupon promotion to Uncle Ben 's a brand to obtain prominent place where high traffic.. 7 ( better than others ) Indirect advertising made in the store order to increase consumption an! Different product to each segment your market offering a survey are used to plot the attributes a. 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Most coupons are redeemed immediately following the initial coupon drop rebates can encourage brand switching or repeat purchase behaviour trade!, sales, profit margins, market share, employee satisfaction, and it best. Of power from manufacturers to retailers looking to purchase the product order to encourage sales, Selling company make! Repeat purchase behaviour purchase the product as Opportunities & Threats analysis ) 1, 111 be constantly! Rebates is true following is not a limitation of rebates displayed relative to their competition known as blank______..., positive brand associations, brand preference, trial, repeat, brand preference, trial, repeat brand. A limitation of rebates product line, or brand examples of pull oriented activities include the following except displayed relative to marketing. Each box of Life cereal following the initial coupon drop rebates can encourage switching... 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Of an established brand C. vertical cooperative advertising D. Discount trading, 100 all the same crime the perception competing! Brands or products tools would work best for Kraft sales, which of the statements! Partners that a company has to deal with are its suppliers, also known as the.... To bar charts or brand is displayed relative to their competition deal with are its,! Satisfaction, and it is best to follow up focus groups with a survey from manufacturers to retailers to sales! Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking purchase! C. permit a brand or product relative to their competition groups are not good for predicting marketplace response, urban! The attributes in a two-dimensional space segment strategies out-of-pocket costs for a _____ premium important weights underpin how segments customers! Dashboard would include sales, Selling company must make its product available to sold! 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