Perishabilityservices cannot be stored and hence matching supply with demand is critical. D. growth. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: B. bounce back With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. C. Large companies with popular brands are the most likely to have to pay slotting allowances. D. account-specific marketing, 19. B. Additionally, this open dialogue allows . D. Loyalty programs, 58. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. A. premiums Brands that make the cut on the first dimension go into the customer's consideration set. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. Which of the following is a reasonable objective for consumer-oriented sales promotions? Lynch Company manufactures and sells a single product. C. dyadic A. In-store sampling C. The increased emphasis on long term strategy and performance by most companies A. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. Vertical conflict is among partners at different levels in the channel. D. $150,000, 53. 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. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. Decline: Many competitors & remaining firms serve the smaller customer base. D. aggregated, 107. Type of channel conflicts include: A. In-store sampling Which of the following is NOT true regarding slotting fees or allowances? A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. 1. An effective premium is one that: D. A bonus pack, 40. This is an example of a(n) _____ coupon. An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. A. In positioning, the marketing department creates an image for the product based on its intended audience. \hline \text { Estimated factory overhead cost for fiscal } & & \\ Surveys for customer satisfaction Assembly activities. A. Smirnoff Vodka. Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. A. 73. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising A. encourage consumers to buy on the basis of price Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). D. are always welcome by retailers since bonus packs increase their profit margins. Exploratory: Focus groups and interviews are used to formulate marketing questions. A pack of baseball cards in a box of Cheerios cereal If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. B. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. Conjoint for new products What are the 4 P's? 85. Marketers refer to a "dashboard" as an analogy for the many indicators of a performance that should be monitored, much like an instrument panel in an automobile. Governance costs are those costs associated with coordinating and controlling the members in the channel. D. promotional traps. 76. 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). Simple averages are taken over the questions resulting in a pair of means for each attribute. Tweaks in the 4Ps may change our core business. C. instant Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? C. integrated dyadic communications A. B. Which one of the following is NOT a stage in the Product Life Cycle? Sampling through the mail Compensation is another key issue. B. Self-liquidating premiums B. merchandising support Surveys for customer satisfaction, -Define marketing and marketing research problem. 75. B. media advertising; sales promotions Marketing strategy links goals and blank_______. C. brand equity building \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ Behaviors are important because they help marketers predict future purchasing. 7. This is an example of a: A. offer consumers an extra amount of a product or service but at a higher than normal price. Rebates can encourage brand switching or repeat purchase behaviour. A. B. to maintain trade support for established brands. C) Ensure that there is an independent audit committee. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. 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. C. push money. A. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. B. off-price deal Unfortunately, this approach . D. new product fees. B. 79. C. Redemption rates for mail-in premium offers are very high. D. a rebate cooperative advertising, 109. Typically, a focus group should include _________. C. it may be too difficult to find a way to distribute the samples Using intermediaries often reduces costs of producing and bringing products to market due to economies of scope and scale. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. Sampling and rebates C. maturity stage D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. Fewer clusters means greater heterogeneity within a cluster. Wall display D. Event sampling, 46. 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. C. frequent patronage programs Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. A. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. D. In-pack coupons for any variety of Breton crackers. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. Niches fall between the one-to-one and segment strategies. D. A dish towel in a box of Tide laundry detergent, 70. A. cost-covered C. high-involvement sales promotion The role of the planning function in the management process is. When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages, a marketer is using a: Promotional activities that are designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: Marketing research gathers those facts through design, collection, interpretation, and reporting of facts. Which of the following statements about on-package sampling is NOT true? D. $0.75, 54. Sampling A. A. sweepstakes; contest means each customer serves as his or her own segment. C. Sweepstakes A. D. Event marketing, 105. B. trade discounts There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. Incentive marketing Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October. D. Bonus packs. A. retailer power B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace A. the payoff is smaller. B. _____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended. B. trade promotions 84. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. 1. This is an example of: One problem resulting from the overuse of sales promotion is a decrease in: What do customers really want if they can't have all the features and a low price? Which of the following statements about the proliferation of new products in the consumer marketplace is NOT true? Cash cow: products in low growth markets but with high relative market share (milk) D. in-pack coupon, 103. 4. D. same purchase, 60. D. The growing power of retailers and their demands for sales performance. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. Rebates and high value checkout coupons Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. -Collect data \hline Psychological /Psychographic variables are harder to identify but may be more insightful in determining customer needs and preferences. A. event marketing Examples of demographics include gender, age, household composition, lifestyle cycle, education, income, and ethnicity. 3. Establish an effective distribution network. D. Discount trading, 100. B. Effective Segmentation allows access to customers Which of the following statements about the coordination of advertising and sales promotion efforts is true? C. build an Eastern Canadian brand identity and image The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards A. coupons D. to inspire effort. B. self-liquidating premium D. 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Several pull marketing methods available today, including: Explore further topics on corporate strategy with...
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