Question 1

Briefly describe sales promotion and its characteristics and discuss the two basic forms of sales promotion.

Accepted Answer

Sales promotion is "an action-focused marketing event whose purpose is to have a direct impact on the behavior of a firm's customers." The firm's customers may be channel members,such as retailers,in which case the promotion is called a trade promotion.Trade promotions,such as advertising or display allowances,are used by companies to push products through the channel to consumers.Alternatively,the firm's customers may be final consumers,in which case the promotions are called consumer promotions.Consumer promotions,such as coupons and free samples,are used by manufacturers and retailers to persuade consumers to purchase products and visit retail outlets.Most consumer promotions are designed to influence the probability of purchase or other desired behaviors without necessarily changing prepurchase consumer attitudes about a brand.

Question 2

Sales promotion efforts are most likely to be successful in influencing consumer behavior if all of the following characteristics are met EXCEPT:

Accepted Answer

A)  that the reward offered is perceived as significant. 
B)  that little effort is required. 
C)  that the consumer incurs little/no risk. 
D)  that the reward can be obtained quickly. 
E)  that the reward is specifically monetary in nature. 
A)  that the reward offered is perceived as significant. 
B)  that little effort is required. 
C)  that the consumer incurs little/no risk. 
D)  that the reward can be obtained quickly. 
E)  that the reward is specifically monetary in nature. E

Question 3

List some ways to measure overt consumer behavior.

Accepted Answer

For each of the seven types of behavior identified,there are a variety of ways to measure them.
a.Information contact
Scanner data
Nielsen data
b.Funds access
Loan applications
Checkbook entries
c.Store contact
"Laboratory" store studies
Physical count of shoppers
d.Product contact
Inventory analysis
Physical count of items removed from display or other locations
e.Transaction
Monitor cash register tapes
Credit card receipts
f.Consumption and disposition
In-home inventory and use research
After-purchase telephone surveys
g.Communication
Diffusion research
Sociometric net research

Question 4

_____ involves offering regular or trial sizes of a product either free or at a nominal price.

Accepted Answer

The answer of _____ involves offering regular or trial sizes...

Question 5

List the steps managers can follow to develop successful influence strategies.

Accepted Answer

The steps managers can follow to develop

Question 6

_____ marketing applies commercial marketing technologies to the analysis,planning,execution,and evaluation of programs designed to affect voluntary behavior of target audiences in order to enhance both their personal welfare and that of their society.

Accepted Answer

The answer of _____ marketing applies commercial marketing technologies to...

Question 7

All of the following statements about the development of marketing strategy are true EXCEPT:

Accepted Answer

A)  marketers often initially focus on consumer's affect and cognition. 
B)  marketers typically follow a tightly sequenced development process which always allow for detailed analyses and evaluations of consumer responses to chosen strategies. 
C)  marketers may initially focus upon intermediate behaviors. 
D)  marketers may focus on desired behaviors directly. 
E)  marketers ultimately seek to influence a consumer's overt behavior. 
A)  marketers often initially focus on consumer's affect and cognition. 
B)  marketers typically follow a tightly sequenced development process which always allow for detailed analyses and evaluations of consumer responses to chosen strategies. 
C)  marketers may initially focus upon intermediate behaviors. 
D)  marketers may focus on desired behaviors directly. 
E)  marketers ultimately seek to influence a consumer's overt behavior.

Question 8

Coupons and sampling are prime tools of:

Accepted Answer

A)  trade promotion. 
B)  consumer promotion. 
C)  retail promotion. 
D)  channel promotion. 
E)  wholesale promotion. 
A)  trade promotion. 
B)  consumer promotion. 
C)  retail promotion. 
D)  channel promotion. 
E)  wholesale promotion.

Question 9

Affective strategies are primarily focused upon:

Accepted Answer

A)  consumers' knowledge/meanings. 
B)  consumers' beliefs. 
C)  consumers' emotions, moods, feelings and evaluations. 
D)  consumers' overt behaviors. 
E)  consumers' covert behaviors. 
A)  consumers' knowledge/meanings. 
B)  consumers' beliefs. 
C)  consumers' emotions, moods, feelings and evaluations. 
D)  consumers' overt behaviors. 
E)  consumers' covert behaviors.

Question 10

Sampling is a form of consumer promotion.

Accepted Answer

A) True 
 B)False

Question 11

Briefly summarize the basic steps in the process of attempting to influence overt consumer behavior.

Accepted Answer

The process begins with collecting infor

Question 12

Consumer promotion may be used for all of the following EXCEPT:

Accepted Answer

A)  stimulate purchase without necessarily affecting prepurchase attitudes about a brand. 
B)  introduce a new product/brand. 
C)  reduce the perceived risk of purchase. 
D)  stimulate purchase by strategically affecting prepurchase attitudes about a brand. 
E)  build/maintain brand loyalty. 
A)  stimulate purchase without necessarily affecting prepurchase attitudes about a brand. 
B)  introduce a new product/brand. 
C)  reduce the perceived risk of purchase. 
D)  stimulate purchase by strategically affecting prepurchase attitudes about a brand. 
E)  build/maintain brand loyalty.

Question 13

A_____ is the level of consumers' responses prior to implementation of a new strategy.

Accepted Answer

The answer of A_____ is the level of consumers' responses...

Question 14

Regardless of the target or time frame involved,consumer behavior influence strategies should always begin by:

Accepted Answer

A)  measuring current levels of consumer affect, cognition, and behavior. 
B)  analyzing consumers and markets. 
C)  selecting the appropriate strategy. 
D)  measuring strategic effects. 
E)  evaluating performance. 
A)  measuring current levels of consumer affect, cognition, and behavior. 
B)  analyzing consumers and markets. 
C)  selecting the appropriate strategy. 
D)  measuring strategic effects. 
E)  evaluating performance.

Question 15

Outline the various sub-goals that are often hoped to be achieved by a firm that designs consumer promotions aimed to increase the purchase probability of consumers.

Accepted Answer

Most consumer promotions are designed to

Question 16

Two-for-one sales and/or offering coupons are primarily aimed at increasing/influencing:

Accepted Answer

A)  purchase quantity. 
B)  purchase timing. 
C)  purchase location. 
D)  purchase perception. 
E)  purchase evaluation. 
A)  purchase quantity. 
B)  purchase timing. 
C)  purchase location. 
D)  purchase perception. 
E)  purchase evaluation.

Question 17

Briefly identify the four prime tools of sales promotion and the tasks for which they may be used.Which is the most effective? Why?

Accepted Answer

The primary tools of sales promotion inc

Question 18

Marketers must gather consumer information,regardless of cost,in order to create effective strategies.

Accepted Answer

A) True 
 B)False

Question 19

Briefly summarize the strategies designed to influence overt consumer behaviors

Accepted Answer

In affective strategies,marketing mix el

Question 20

Providing coupons is considered to be the most effective form of sales promotion for influencing consumer behavior.

Accepted Answer

A) True 
 B)False

Briefly describe sales promotion and its characteristics and discuss the two basic forms of sales promotion.

Sales promotion efforts are most likely to be successful in influencing consumer behavior if all of the following characteristics are met EXCEPT:

List some ways to measure overt consumer behavior.

_____ involves offering regular or trial sizes of a product either free or at a nominal price.

List the steps managers can follow to develop successful influence strategies.

_____ marketing applies commercial marketing technologies to the analysis,planning,execution,and evaluation of programs designed to affect voluntary behavior of target audiences in order to enhance both their personal welfare and that of their society.

All of the following statements about the development of marketing strategy are true EXCEPT:

Coupons and sampling are prime tools of:

Affective strategies are primarily focused upon:

Sampling is a form of consumer promotion.

Briefly summarize the basic steps in the process of attempting to influence overt consumer behavior.

Consumer promotion may be used for all of the following EXCEPT:

A_____ is the level of consumers' responses prior to implementation of a new strategy.

Regardless of the target or time frame involved,consumer behavior influence strategies should always begin by:

Outline the various sub-goals that are often hoped to be achieved by a firm that designs consumer promotions aimed to increase the purchase probability of consumers.

Two-for-one sales and/or offering coupons are primarily aimed at increasing/influencing:

Briefly identify the four prime tools of sales promotion and the tasks for which they may be used.Which is the most effective? Why?

Marketers must gather consumer information,regardless of cost,in order to create effective strategies.

Briefly summarize the strategies designed to influence overt consumer behaviors

Providing coupons is considered to be the most effective form of sales promotion for influencing consumer behavior.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 10: Influencing Consumer Behaviors

Briefly describe sales promotion and its characteristics and discuss the two basic forms of sales promotion.

Sales promotion efforts are most likely to be successful in influencing consumer behavior if all of the following characteristics are met EXCEPT:

List some ways to measure overt consumer behavior.

_____ involves offering regular or trial sizes of a product either free or at a nominal price.

List the steps managers can follow to develop successful influence strategies.

_____ marketing applies commercial marketing technologies to the analysis,planning,execution,and evaluation of programs designed to affect voluntary behavior of target audiences in order to enhance both their personal welfare and that of their society.

All of the following statements about the development of marketing strategy are true EXCEPT:

Coupons and sampling are prime tools of:

Affective strategies are primarily focused upon:

Sampling is a form of consumer promotion.

Briefly summarize the basic steps in the process of attempting to influence overt consumer behavior.

Consumer promotion may be used for all of the following EXCEPT:

A_____ is the level of consumers' responses prior to implementation of a new strategy.

Regardless of the target or time frame involved,consumer behavior influence strategies should always begin by:

Outline the various sub-goals that are often hoped to be achieved by a firm that designs consumer promotions aimed to increase the purchase probability of consumers.

Two-for-one sales and/or offering coupons are primarily aimed at increasing/influencing:

Briefly identify the four prime tools of sales promotion and the tasks for which they may be used.Which is the most effective? Why?

Marketers must gather consumer information,regardless of cost,in order to create effective strategies.

Briefly summarize the strategies designed to influence overt consumer behaviors

Providing coupons is considered to be the most effective form of sales promotion for influencing consumer behavior.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters