B. C. is becoming less important to marketers as competition intensifies The contest or sweepstakes offer may overshadow the brand. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies try to find out which customers will like their product and get the product into their hands. 2. D. event marketing, 82. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. B. a slotting allowance. 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. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. A. to create structures. -Analyze data \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ Rebates can encourage brand switching or repeat purchase behaviour. A. encourage consumers to buy on the basis of price C. assist consumers to experience the brand directly A. C. integrated dyadic communications D. a joint trade promotion, 111. D. contest; rebate, 71. A. incentive marketing 7. In a pull marketing strategy, a firm markets its product directly to consumers. Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. Consumer-oriented sales promotions are part of a promotional ______ strategy. A. Companies need to measure what matters. C. vertical cooperative advertising There are many variations to conjoint analysis (choice-based, traditional, adaptive, pair-wise trade-off, full profile), all conjoint studies are run to understand how consumers make trade-offs among attributes uncovering what combinations of attributes customers value most. -Modality of administration (e.g., Web survey, mail, personal interview) Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. 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. B. can be done with carefully planned sales promotion programs Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. B. TV display D. contests; rebates, 72. The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards The advent of optical scanners and computers gave manufacturers access to sales information. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. Premiums 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. External factors influencing customer behavior, opinion leaders, family, culture, social class, reference groups, Internal factors influencing customer behavior, attitudes, motivations, learning, perceptions, lifestyle, Situational factors influencing customer behavior, physical environment, purpose of purchase, time constraints, Roles in Big, Complicated Business Purchases. Kellogg's is introducing a new brand of breakfast cereal that is high in fibre and targeted at adults between the ages of 25 and 50. Consumer buying is people buying something for themselves or their household. B. pull monies A. Brian's boss is explaining the concept of buying centers in B2B marketing. B. c. organizing neighborhood watch programs d. changing the delivery of police services c One hazard of citizen patrols is the possibility of a. volunteerism. B. slotting fee D. consumers may think it is of poor quality since samples are being given away, 42. D. same purchase, 60. C. dyadic The following costs were incurred during the companys first year of operations: During the year, the company produced 25,000 units and sold 20,000 units. Product: Will customers want what your company is prepared to produce? A. Coupons 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. Sampling Sales promotion is an ineffective tool for building brand equity. D. event sponsorship, 47. Geographic include country and sales force coverage. Effective Segmentation has profitability potential B. bounce back C. high-involvement sales promotion B. is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. B. Network methods to identify opinion leaders in buzz marketing. 4. 112. No scanner data are prevalent for businesses. B. D. Dyadic communication, 106. A. it cannot be broken down into small sizes 15 A portion of the data is shown in the accompanying table. Sundance Solar Company operates two factories. A. price-off deal. Lower cost Secondary data already exists (e.g., in the library, online); they're quick and cheap to obtain. C. Everyday low pricing D. On-package sampling. A. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. B. C. brand equity The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). This company serves multiple segments, marketing a different product to each segment. $55,000 A. horizontal cooperative advertising Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country. 77. 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. B. a franchise building promotion B. Secondary data to understand context B. generally elicit immediate response from consumers B. B. Students can create, perform, and/or provide a critical response. Door-to-door sampling The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. -Communicate results (white paper, presentation, recommendations). C. Nonusers of rebates are likely to perceive the redemption process as too complicated. Niches fall between the one-to-one and segment strategies. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known C. Lower redemption rate C. Consumer switching behaviour is curtailed. Dog: products in low growth markets and with low relative market share (optimize or hold) A. premiums Cluster analysis for segmentation It's about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace - being known for a certain "something.". 78. A. In-store sampling D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. D. A bonus pack, 40. 89. Sampling through the mail D. Event marketing. Which one of the following is NOT a stage in the Product Life Cycle? User: every staff member who sends a job to that printer. Inseparability in services the production and consumption cannot be separated. _____ is generally considered the most effective method for generating trial of a new product. 49. This process is known as blank_______. Interviews to study company's employees The Structured Query Language (SQL) comprises several different data types that allow it to store different types of information What is Structured Query Language (SQL)? C. The increased emphasis on long term strategy and performance by most companies Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) 14. A. Door-to-door sampling 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. 1. Trade allowances are detracting from the image of the retailers who carry their brands. Which of the following is NOT a problem associated with the use of contests and sweepstakes? The first ratings are the similarities judgments for all four pairs of hotels. Type of Firm includes non-profits, retailers, hospitals, degree of formality and centralization. Typically, a focus group should include _________. 1. Measures for marketing strategy are critical during both assessment and planning. B. 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. D. In-store coupons, 62. Special pricing of 2 packages for $5 instead of the $2.89 regular price One such video is the Tide Pod Challenge, which was popularized by. D. End-of-aisle display, 101. Many attempts at one-to-one marketing have been cost ineffective. Accountability marketing b Assembly activities. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. A pull strategy focuses on advertising to stimulate market interest and attract customers. Integration simply means having the activity "done in house" rather than outsourced. B. horizontal cooperative advertising This is an example of: The role of the planning function in the management process is. 4. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities. Consumer-franchise or image building for a brand: Firms can also increase profits by increasing revenue. Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. 1. Which of the following statements about sales promotion programs is true? Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. A. Effective Segmentation allows access to customers The upstream partners that a company has to deal with are its suppliers, also known as the blank______. B. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. D. In-or on-package sampling, 43. D. In-pack coupons for any variety of Breton crackers, 34. This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. C. $1.00 D. In-store coupons for $1.00 off Miracle Whip, 33. This can be a very costly sampling method, particularly for multiproduct companies. C. Horizontal cooperative advertising Premiums C. it may be too difficult to find a way to distribute the samples B. most coupons are redeemed immediately following the initial coupon drop Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. A. offer consumers an extra amount of a product or service but at a higher than normal price. Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. A. free premium 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: C. Sponsorship of the local Easter parade Targeting: Attracting some of those customers makes better sense than going after others. D. Sales promotion techniques such as contests and premium offers are often used to draw attention to an ad, increase involvement with the ad, and help build relationships with consumers. \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ Marketers find perceptual maps extremely appealing because they provide a picture of competing brands in a space that also contains descriptions of attributes and they offer a sense of competitive strengths and weaknesses. 80. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions Diverting D. a spiff. C. more effort is required. B. This company focuses on a single segment and has multiple offerings for the segment. B. the face value of the coupon redeemed B. B. C. contest B. A. coupons Marketing research relies on several types of samples; blank__________ is not related. Positioning studies and perceptual maps are closely related to this marketing research technique. A. 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. 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. Dramatic performances are one kind of collaborative activities that can be used as a performance-based assessment. Effective Segmentation is actionable. A. build brand loyalty Development of a strategic plan along with tactical plans for implementation D. Event sampling, 46. B. a rebate Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. Sampling through the mail B. maturity stage Scanner data for pricing Critics argue that trade promotions generally result in higher brand equity. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ Conjoint Analysis for testing attributes 96. _____ is a recent development whereby companies are customizing their sale promotion programs for key retailers. A. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: C. premium Dare makes Breton snack crackers, which compete with many other brands in the category. 5. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. A. D. High value coupons and sampling, 32. Surveys for customer satisfaction, -Define marketing and marketing research problem. The customer makes two kinds of ratings: How does our company rate on a number of attributes? Four Classes of Goals C. in/on packs C. 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