Question 1

Reasons for the move to sales promotion match changes in the marketplace do NOT include?

Accepted Answer

A)  Consumers are more likely to switch brands because they are better educated, more selective, and less loyal to brand names than in the past. 
B)  Consumers have come to expect constant short-term price reductions such as coupons, sales, and price promotions. 
C)  In most industries, the battle is for market share rather than general product growth, and sales promotion encourages people to switch products, increasing market share. 
D)  Sales promotion is often the most effective strategy for increasing sales of a parity product. 
E)  Dominant retailers do want promotional incentives because they do not benefit the retailer. 
A)  Consumers are more likely to switch brands because they are better educated, more selective, and less loyal to brand names than in the past. 
B)  Consumers have come to expect constant short-term price reductions such as coupons, sales, and price promotions. 
C)  In most industries, the battle is for market share rather than general product growth, and sales promotion encourages people to switch products, increasing market share. 
D)  Sales promotion is often the most effective strategy for increasing sales of a parity product. 
E)  Dominant retailers do want promotional incentives because they do not benefit the retailer. E

Question 2

Which of the following is NOT a recommended type of consumer promotion in the reminder stage?

Accepted Answer

A)  coupons 
B)  sampling 
C)  rebates 
D)  specialty items 
E)  All of the above are recommended for the reminder stage. 
A)  coupons 
B)  sampling 
C)  rebates 
D)  specialty items 
E)  All of the above are recommended for the reminder stage. B

Question 3

Which of the following refers to the trade?

Accepted Answer

A)  brokers 
B)  distributors 
C)  wholesalers 
D)  retailers 
E)  all of the above 
A)  brokers 
B)  distributors 
C)  wholesalers 
D)  retailers 
E)  all of the above E

Question 4

Which of the following is NOT a use of consumer promotions?

Accepted Answer

A)  generate awareness 
B)  generate trial 
C)  maintain or increase market share 
D)  used as a brand reminder 
E)  image creation 
A)  generate awareness 
B)  generate trial 
C)  maintain or increase market share 
D)  used as a brand reminder 
E)  image creation

Question 5

Which of the following typically receives about half of the marketing communication budgets?

Accepted Answer

A)  advertising 
B)  consumer sales promotion 
C)  trade promotions 
D)  event sponsorship 
E)  public relations 
A)  advertising 
B)  consumer sales promotion 
C)  trade promotions 
D)  event sponsorship 
E)  public relations

Question 6

Which type of consumer sales promotion will more likely lead to consumer trial by giving the product to consumers?

Accepted Answer

A)  price deals 
B)  coupons 
C)  refunds and rebates 
D)  sampling 
E)  premiums 
A)  price deals 
B)  coupons 
C)  refunds and rebates 
D)  sampling 
E)  premiums

Question 7

What type of promotion is Upromise, which was discussed in the "Hands-On" case at the end of the chapter?

Accepted Answer

A)  loyalty program 
B)  price deal 
C)  premium 
D)  sweepstake 
E)  game 
A)  loyalty program 
B)  price deal 
C)  premium 
D)  sweepstake 
E)  game

Question 8

MINI-CASE
Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers.
-Refer to Mini-Case. What is the target audience called that Kraft is targeting with incentives to get its products to consumers in the stores? Name and describe the other targets of sales promotion as well.

Accepted Answer

The answer of MINI-CASE
Kraft is known for its cheese products,...

Question 9

Which of the following is true regarding advertising?

Accepted Answer

A)  adds tangible value to the product or service 
B)  creates an immediate action 
C)  creates a brand image over time 
D)  contributes greatly to short-term profitability 
E)  added value strategies rely on rational appeals 
A)  adds tangible value to the product or service 
B)  creates an immediate action 
C)  creates a brand image over time 
D)  contributes greatly to short-term profitability 
E)  added value strategies rely on rational appeals

Question 10

Explain the purposes of consumer promotions and the useful types of consumer promotions for each.

Accepted Answer

The answer of Explain the purposes of consumer promotions and...

Question 11

Which of the following is a promotion to increase customer retention?

Accepted Answer

A)  event marketing 
B)  loyalty programs 
C)  sampling 
D)  coupons 
E)  sweepstakes 
A)  event marketing 
B)  loyalty programs 
C)  sampling 
D)  coupons 
E)  sweepstakes

Question 12

Which of the following is NOT a way manufacturer-sponsored coupons are delivered?

Accepted Answer

A)  through media 
B)  directly, such as direct mail or door-to-door 
C)  in or on the package 
D)  through the retailer 
E)  All of the above are ways to deliver manufacturer-sponsored coupons. 
A)  through media 
B)  directly, such as direct mail or door-to-door 
C)  in or on the package 
D)  through the retailer 
E)  All of the above are ways to deliver manufacturer-sponsored coupons.

Question 13

MINI-CASE
Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase.
-Refer to Mini-Case. What type of consumer promotion is the toy in the Happy Meal?

Accepted Answer

A)  direct premium 
B)  self-liquidating premium 
C)  sample 
D)  price deal 
E)  game 
A)  direct premium 
B)  self-liquidating premium 
C)  sample 
D)  price deal 
E)  game

Question 14

Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?

Accepted Answer

A)  tie-ins 
B)  licensing 
C)  sponsorship 
D)  bonuses 
E)  spiffs 
A)  tie-ins 
B)  licensing 
C)  sponsorship 
D)  bonuses 
E)  spiffs

Question 15

MINI-CASE
Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers.
-Refer to Mini-Case. What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products? Discuss different examples of this type of promotion.

Accepted Answer

The answer of MINI-CASE
Kraft is known for its cheese products,...

Question 16

MINI-CASE
Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase.
-Refer to Mini-Case. The promotion in which customers receive one Happy Meal for every 10 they purchase is known as a(n) ________.

Accepted Answer

A)  price deal 
B)  premium 
C)  tie-in 
D)  refund 
E)  loyalty program 
A)  price deal 
B)  premium 
C)  tie-in 
D)  refund 
E)  loyalty program

Question 17

Dan is creating a sales promotion for a client. Who would NOT be in the target audience of sales promotion?

Accepted Answer

A)  consumers 
B)  retailers 
C)  sales representatives 
D)  distributors 
E)  company executives 
A)  consumers 
B)  retailers 
C)  sales representatives 
D)  distributors 
E)  company executives

Question 18

Name and describe the various partnership programs.

Accepted Answer

The answer of Name and describe the various partnership programs....

Question 19

Which of the following is NOT a recommended type of consumer promotion to maintain or increase market share?

Accepted Answer

A)  sampling 
B)  price deal 
C)  coupons 
D)  premiums 
E)  contests 
A)  sampling 
B)  price deal 
C)  coupons 
D)  premiums 
E)  contests

Question 20

MINI-CASE
Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers.
-Refer to Mini-Case. What audience is Kraft targeting in this case, and what are the two primary roles of this type of promotion?

Accepted Answer

The answer of MINI-CASE
Kraft is known for its cheese products,...

Reasons for the move to sales promotion match changes in the marketplace do NOT include?

Which of the following is NOT a recommended type of consumer promotion in the reminder stage?

Which of the following refers to the trade?

Which of the following is NOT a use of consumer promotions?

Which of the following typically receives about half of the marketing communication budgets?

Which type of consumer sales promotion will more likely lead to consumer trial by giving the product to consumers?

What type of promotion is Upromise, which was discussed in the "Hands-On" case at the end of the chapter?

Which of the following is true regarding advertising?

Explain the purposes of consumer promotions and the useful types of consumer promotions for each.

Which of the following is a promotion to increase customer retention?

Which of the following is NOT a way manufacturer-sponsored coupons are delivered?

Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?

Dan is creating a sales promotion for a client. Who would NOT be in the target audience of sales promotion?

Name and describe the various partnership programs.

Which of the following is NOT a recommended type of consumer promotion to maintain or increase market share?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 16: Sales Promotion, Events, and Sponsorships

Reasons for the move to sales promotion match changes in the marketplace do NOT include?

Which of the following is NOT a recommended type of consumer promotion in the reminder stage?

Which of the following refers to the trade?

Which of the following is NOT a use of consumer promotions?

Which of the following typically receives about half of the marketing communication budgets?

Which type of consumer sales promotion will more likely lead to consumer trial by giving the product to consumers?

What type of promotion is Upromise, which was discussed in the "Hands-On" case at the end of the chapter?

Which of the following is true regarding advertising?

Explain the purposes of consumer promotions and the useful types of consumer promotions for each.

Which of the following is a promotion to increase customer retention?

Which of the following is NOT a way manufacturer-sponsored coupons are delivered?

Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?

Dan is creating a sales promotion for a client. Who would NOT be in the target audience of sales promotion?

Name and describe the various partnership programs.

Which of the following is NOT a recommended type of consumer promotion to maintain or increase market share?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters