Revenue can be increased by changing price or through an increase in volume. D. encourage retailers to use Eastern Canadian's planograms, 24. This payment is known as: D. $150,000, 53. A. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. C. A free sport bottle with the purchase of a four-pack of Gatorade A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: 79. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. Tweaks in the 4Ps may change our core business. Tailoring Strategy: Customizing For Segments. Which of the following statements describes a major concern marketers have with trade allowances? D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. C. horizontal cooperative advertising 73. D. End-of-aisle display, 101. Cluster analysis for segmentation C. Bonus packs, trade allowances, and slotting fees Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. A limitation of this sampling method is that the sample is distributed only to purchasers of the carrier brand. C. cereal B. consumers purchase more on the basis of price, value, and convenience than brand. 113. -Communicate results (white paper, presentation, recommendations). Dog: products in low growth markets and with low relative market share (optimize or hold) B. Vertical cooperative advertising Brands that make the cut on the first dimension go into the customer's consideration set. Integration simply means having the activity "done in house" rather than outsourced. Focus groups for concept testing D. most consumers do not use coupons. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. C. slotting A. Coupons D. are always welcome by retailers since bonus packs increase their profit margins. A. Contests New usage suggestions The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. B. TV display What is the total cost of the coupon promotion to Uncle Ben's? C. Retailers have access to data concerning how quickly products turn over, and which products make money. D. transference charging, 98. D. Bonus packs, 39. A. pull money 92. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands when the consumer next goes shopping, which of the following sales promotion tools would work best for Dare? A. The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. 1. The increase of brand loyalty in many product categories This company elects to market a single product to two or more segments. Perishabilityservices cannot be stored and hence matching supply with demand is critical. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. D. pull money. Firms typically review the issues on a regular basis. C. Sweepstakes In addition, there tends to be useful corporate knowledge about business customers, in part because such transactions typically rely on a sales force so a knowledgeable front line is interacting with the customer. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. D. car, 63. B. premium. The second question is "How important are these qualities to you?" It doesn't ask customers what's important in a hotel. D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Recipe books showing alternative uses for Miracle Whip A. A. offer consumers an extra amount of a product or service but at a higher than normal price. B. definition of the data that a system has to track and report on. ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. samples B. bonus packs C. trade shows D. refunds/rebates C 10. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. C. high-involvement sales promotion With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. Diverting Match the following terms with the descriptions below. C. Sponsorship of the local Easter parade Those important weights underpin how segments of customers differ. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. 84. D. bonus pack, 66. Colin recently launched a new product the Fanner 3000. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. c. vigilantism. D. $0.75, 54. His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. C. spiffs Horizontal conflict is among partners at the same level. D. A price reduction of $5 on a pair of Lee jeans. Event marketing are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. B. Firms can increase profits by decreasing costs. C. trade allowance 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. Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. Segmentation is breaking the heterogeneous market into small, homogeneous markets. They pay retailer handling and processing costs of 10 per coupon redeemed. D. Bonus packs. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. D. Dyadic communication, 106. Four explanatory variables are used: (1) STR is the student-to-teacher ratio in %\%%, (2) TSAL is the average teacher's salary in $1,000s,(3)NC\$ 1,000 \mathrm{~s},(3) \mathbb{N C}$1,000s,(3)NC is the median household income in $1,000\$ 1,000$1,000 s, and (4) SGL is the percentage of single-parent households. D. Event marketing, 105. Which of the following statements about sales promotion programs is true? B. ingredient-sponsored cooperative advertising C. Image advertising D. On-package sampling. Experiments to verify ad testing Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: 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. Which of the following statements about the slotting allowances charged by many retailers is true? 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) B. \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ Effective Segmentation fits with corporate goals E. all of the above. 112. Examples of leadership activities that support conceptual. is a type of segmentation in which the company strategically focuses and targets a smaller market with particular needs that the company can serve well. Breadth Strategy: Reaching Multiple Markets. The heavy emphasis on trade promotion makes it difficult to: C. Coupons distributed through freestanding inserts in newspapers d. All of the above b 15 1 See answer \text { Actual direct labor hours for March } & & 245,000 \\ 44. 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 to purchase. B. Segments are homogenous groups of customers. A. Coupons offer price reductions to consumers who are price sensitive. Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). Special pricing of 2 packages for $5 instead of the $2.89 regular price A customer compares brands by the most important attributes or dimensions. Bonus packs \hline \text { Estimated factory overhead cost for fiscal } & & \\ \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ To obtain trial of a new brand B. B. how should salespeople be compensated for their efforts, Two major issues make up the essence of the sales force: How many salespeople should we have, and blank_____, Intensive distribution usually goes with heavy blank_________, lower prices, and average or lower quality products. A. a slotting fee. C. rebates C. Orange Crush. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. a. Asymmetric idea b. D. 55%, 102. 8. Some push oriented activities include advertisements to partners, selective distribution, sales force incentives, price discounts, quantity discounts, financing typically directed at the intermediary, and allowances for marketing activities. B. C. assist consumers to experience the brand directly A. build brand loyalty is when one party cooperates with another because the former seeks affiliation with the latter. 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. Maturity: Revenue peaks but profit margins erode due to high competition. A. A. Price: Will customers pay what you would like to charge? 80. B. pull monies Marketing research gathers those facts through design, collection, interpretation, and reporting of facts. Door-to-door sampling A. horizontal cooperative advertising C. brand equity B. Ingredient-sponsored cooperative advertising 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. to obtain distribution and support for new products. Consumer-oriented sales promotions are part of a promotional ______ strategy. A free tube of Colgate toothpaste in a box of Life cereal Excel shortcuts[citation CFIs free Financial Modeling Guidelines is a thorough and complete resource covering model design, model building blocks, and common tips, tricks, and What are SQL Data Types? C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Star: products in high growth markets with high relative market share (minimize or divest) Attribute-based Approach: To create a map based on attributes, customers complete a survey. 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