Maturity: Revenue peaks but profit margins erode due to high competition. D. Mail-in premiums offer immediate reinforcement to the purchaser. C. Premiums C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. A. bonus pack A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop D. End-of-aisle display, 101. They will typically be somewhat price sensitive. Typically the position of a company's product, product line, or brand is displayed relative to their competition. Additionally, this open dialogue allows . B. trade discounts Colin recently launched a new product the Fanner 3000. D. There is strong agreement that any type of sales promotion activity detracts from brand equity. 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. B. generally elicit immediate response from consumers Establish an effective distribution network. Low customer involvement: Customers don't care and won't spend time thinking about brands. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. A. 50. C. contest C. cereal D. sales promotion trap, 22. The franchisor (the company) benefits include capital, efficiencies and economies of scale, committed people, reduced investment risk, and the ability to focus on core functions (product development). Greater expenses resulting from fragmented efforts 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. C. an off-invoice allowance. 3. 1. Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. The tremendous decrease in the number of new products Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. D. a rebate cooperative advertising, 109. B. franchise building promotion A. push money. D. Bonus packs. A. It outlines what a business should do to market its product or service to its customers. D. Bauer Hockey Skates. C. exhibitions Tailoring Strategy: Customizing For Segments. C. Location sampling B. The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. 35. Dramatic performances are one kind of collaborative activities that can be used as a performance-based assessment. Door-to-door sampling C. spiffs B. Contests Marketing metrics include profitability, sales, market share, average prices, levels of awareness, penetration in trial, repeat purchases, customer satisfaction, and employee satisfaction. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. To encourage off-shelf displays in major grocery stores Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? Star: products in high growth markets with high relative market share (minimize or divest) Horizontal conflict is among partners at the same level. A. B. nonfranchise-building promotion 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. -Sample (e.g., random sample, stratified sample by segment) The various types of samples are as follows: D. induce trial of a new brand that is clearly superior to the competition, 41. Firms can also increase profits by increasing revenue. The most popular method for distributing coupons is: Rebates are used only for consumer durables such as automobiles and appliances. Forward buying The first ratings are the similarities judgments for all four pairs of hotels. A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. A. to obtain distribution and support for new products. Which of the following is a reasonable objective for consumer-oriented sales promotions? The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores. Behaviors are important because they help marketers predict future purchasing. D. Rebates and refunds, 18. -Try to answer questions with secondary data. How has the view of sales promotions changed during the past decades? D. event marketing, 82. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. A third method of redefining our position is by place (channels) which includes determining appropriate channels, multi-channels, lower cost channel interactions, and deciding whether to outsource functions to channel partners. 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. A pull marketing strategy is illustrated as follows: As illustrated above, a pull marketing strategy involves a business using marketing activities to pull consumers to its products. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. A. coupon 52. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. C. Sponsorship of the local Easter parade This is an example of a: All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. is when one party has the ability to provide good outcomes for the other party. A. cost-covered Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. _____ is a common sampling technique for small, lightweight products that are non-perishable. 2. -Analyze data Positioning: Communicate your benefits clearly to your intended customers. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising B. Type of channel conflicts include: A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. The consumers then seek out the products to purchase. Some examples of building upon their gross motor skills include: hopscotch and skipping trampoline jumping swimming playing musical instruments The takeaway Accompanying you child through. C. rebate D. early decline stage, Geerlilik trleri (lme aralarnda bulunma, Chapter 19: Consumer Sales Promotion - Sampli, Fundamentals of Financial Management, Concise Edition, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. 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. A. distracts consumers from the firm's main reason for existing D. In-pack coupons for any variety of Breton crackers, 34. D. encourage retailers to use Eastern Canadian's planograms, 24. Development of strategic alternatives Those important weights underpin how segments of customers differ. D. promotional allowances, 93. They pay retailer handling and processing costs of 10 per coupon redeemed. A. forward buying A. cross-ruff This is an example of: The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: 16. B. B. Sampling and rebates Scanner data for pricing and coupon experiments and brand switching Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. D. Trade promotions, 29. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ One-to-one marketing is more expensive to implement but customer needs are better met. A. increase the market share of an established brand B. All the following are advantages associated with the use of trade allowances EXCEPT: A. horizontal cooperative Brands that make the cut on the first dimension go into the customer's consideration set. Loyalty programs Meet actual demand. Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} A. made in the store. Rebates and high value checkout coupons Sales promotion is an ineffective tool for building brand equity. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. b. -Instruments (e.g., questionnaire, focus group moderator guide) A. For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. Premiums Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Place: Where and how will customers purchase your market offering? Dog: products in low growth markets and with low relative market share (optimize or hold) C. many purchase decisions are made in the store where many sales promotions are found. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. D. trade promotions, 28. Which one of the following is NOT a stage in the Product Life Cycle? Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: Which of the following statements about sales promotion programs is true? 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? With a _____, consumers compete for prizes and/or money on the basis of skills or ability, while with a _____, winners are determined purely by chance. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. C. instant C. Image advertising Students can create, perform, and/or provide a critical response. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. 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. Choose one answer. B. A. Spiffs C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. Targeting: Attracting some of those customers makes better sense than going after others. Examples include dance, recital, dramatic enactment. 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