Chapter 12
Chapter 12
Chapter 12
Chapter 12
Chapter 12
100
Of the following consumer promotions, the best for encouraging consumers to try a new product is: -sampling -coupons -contests or sweepstakes -premiums
sampling
100
These are paid for covering the cost of removing unsuccessful products from inventory
exit fees
100
At a trade show, the most difficult buyer group for manufacturers to identify would be which group, because they don't want to be identified yet they are a very important group in terms of ability to make purchase decisions?
power buyers
100
When a manufacturer offers a special promotion to other companies for their use and not for resale, it is a:
consumer promotion
100
The primary role of trade promotions is to:
push products through the channel
200
Placing a sample bar of soap in every mail box within a 10-block area is an example of:
direct sampling
200
For most people, a free trip to Hawaii is an example of a prize with high:
extrinsic value
200
Vanish has a $1.00-off coupon attached to the container that can be easily removed, which is an example of a(n):
instant-redeemption coupon
200
Sony is promoting a special coupon and sale on its stereos. Retail stores that purchase at least 1,000 stereos during the next 30 days will receive an extra stereo, free, for each 50 they purchase over a 1,000 minimum. This is an example of a:
premium or bonus pack
200
Cash returns on hard goods, such as appliances and electronics, are:
rebates
300
Placing a sample bar of soap in every mail box within a 10-block area is an example of:
bonus pack
300
In which of the following may participants win a prize without performing any type of activity? contest price-off program sweepstakes premium
sweepstakes
300
Trade promotions are distinguished from other marketing and IMC tools in that they: -involve extensive advertising -are used to entice other members of the marketing channel to make purchases -are limited to activities by manufacturers -are offered to consumers
are used to entice other members of the marketing channel to make purchases
300
Free Standing Inserts (FSI) are found primarily in:
newspapers
300
Some marketing experts believe that the overuse of coupons can damage a brand's image, while the use of which of the following can actually enhance a brand's image?
premiums
400
This type of coupon is not immediately redeemable
Bounce-back coupon
400
When a retailer stocks up on Maxwell House coffee while it is on-deal to sell them later when they are off-deal, it is:
forward buying
400
Large national and international trade shows are being replaced by: niche and regional shows promotional videos Internet advertising corporate trade shows
niche and regional shows
400
A retailer agrees to display a particular brand of shoes in the front of the store and on a special end-of-aisle display in exchange for a price discount by the manufacturer. This is an example of a:
cooperative merchandising agreement
400
The primary difference between trade incentives and trade allowances is that for the trade incentive: -involves a price reduction being passed on to consumers by retailers -the manufacturer must perform some type of function to encourage the retailer to accept the merchandise -the retailer must perform some type of function in order to receive the trade incentive -the retailer receives a price break if they order a specific quantity
the retailer must perform some type of function in order to receive the trade incentive
500
Folks Southern Kitchen advertises in the local newspaper a special $7.99 lunch special at any of its outlets during March. What type of promotion is being used?
price-off
500
Britney likes to use coupons and tends to purchase whichever brand of food has the best coupon offer. Britney is which type of consumer?
promotion prone
500
The primary disadvantage of sampling is:
cost of producing and distributing the sample
500
Scanner-delivered coupons encourage:
brand switching
500
A coupon on a 2-liter bottle of Pepsi, offering $1.00 off on a bag of potato chips, is which type of coupon?
cross-ruffing
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