VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. A. Star: products in high growth markets with high relative market share (minimize or divest) D. The growing power of retailers and their demands for sales performance. 52. C. A rebate award Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. Targeted to specific geographic or demographic segments Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. Choose one answer. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. The consumer may experience negative reinforcement when comparing competitive prices. A. free premium With reference to the illustration above, for example, a production company runs marketing campaigns directly to consumers. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. A. 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. 2. Which of the following is NOT a sampling distribution method? The advantage of online surveys is _______. D. Event marketing, 105. An end-of-aisle display Networks to study collaborators Unfortunately, this approach . B. contest; sweepstakes Monies that must be paid to a retailer so they will take on a company's new product are known as: C. Consumers pocket most of the savings from trade promotion discounts. B. The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. B. price-off deal B. a rebate This is an example of a: C. maturity Firms can increase profits by decreasing costs. C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. B. pull monies C. To increase consumption of an established brand Effective Segmentation allows access to customers Niche markets are not different from segments; they are usually just smaller. A. How has the view of sales promotions changed during the past decades? made in the store. & \text {Factory 1}& \text {Factory 2}\\ D. trade promotions; consumer promotions, 12. 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.". C. cereal Most retailers want to be involved with rebate programs. B. D. magazines, 55. D. to inspire effort. _____ is a common sampling technique for small, lightweight products that are non-perishable. D. Loyalty programs, 58. 25. 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? The buying process is consistent whether the buyer is a consumer or a business. A. the payoff is smaller. _____ 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. Recipe books showing alternative uses for Miracle Whip A. consumers tend to be loyal to their favourite brands. 4. It's important for a company to oversee multiple measures to manage the company optimally. D. rebate. A. distracts consumers from the firm's main reason for existing C. Seasonality of purchase and length of promotion 76. C. Bonus packs, trade allowances, and slotting fees B. Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. 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. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. 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). Premiums Perceptual mapping for positioning A. A. to create structures. D. Bonus packs, 39. The redemption rate for refunds is lower than that for coupons because: Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Multidimensional scaling for perpetual mapping, targeting and positioning It is the act of designing and creating the company's image and communicating the benefits of the company's products, so it gains a distinct place in the market. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. C. Consumer confusion when they shop at their local store Breaking bulk means making goods available in smaller batches. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. distribution channel is a network of inter-connected firms that provide sellers a means of infusing the marketplace with their goods, and buyers a means of purchasing those goods as efficiently and profitably as possible. 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. In the ________ stage of the product life cycle, a large amount of the promotion budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. \end{matrix} 3. Sampling and rebates A. coupons A. baby stroller Sales promotion programs play an important role in motivating retailers to allocate shelf space to new products. A. is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. 15% 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. A. In-store sampling Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. B. B. to ensure results. To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology news website. D. Contests/sweepstakes. Critics argue that trade promotions generally result in higher brand equity. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? Qualitative: interviews, focus groups, observations, ethnographies Some measures will confirm advantages over competitors while other measures can serve as a diagnostic in identifying problems. D. Discount trading, 99. B) Ensure that the audit team is independent. D. Trade promotions, 29. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: B. 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? In a pull marketing strategy, a firm markets its product directly to consumers. Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? A recent study of coupon redemption patterns found that: B. franchise building promotion B. Vertical cooperative advertising Which of the following developments have resulted in a transfer of power from manufacturers to retailers? D. most consumers do not use coupons. C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. A. Vertical cooperative advertising 68. Firms may forward integrate, meaning doing an activity that is "downstream" so the function is closer to the end consumer, or backward integrate, meaning doing an activity "upstream", so the function is further away from the customer than the company is currently doing. C. Premiums and sweepstakes The second question is "How important are these qualities to you?" To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. Seven Popular Marketing Research Techniques, 1. BMAL-590 Week 1 Section 4 Marketing Research, BMAL-590 Week 1 Section 5 Marketing Strategy, Foundations of Global Dimensions of Business, BMAL-590 Week 2 Business Ethics/The Importanc, Estimatedfactoryoverheadcostforfiscal, Fundamentals of Financial Management, Concise Edition, Daniel F Viele, David H Marshall, Wayne W McManus. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. 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: Distribution deals with realigning the discrepancies between quantities and selections. Development of strategic alternatives Understanding power structure and handling conflict are important to channel success. 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 can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. A. retailer power The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards A. incentive marketing 80. 5. Brands that make the cut on the first dimension go into the customer's consideration set. A. push money C. Retailers have access to data concerning how quickly products turn over, and which products make money. Rebates and high value checkout coupons A. bonus pack is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. D. rebate, 64. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? To keep learning and developing your knowledge of financial analysis, we highly recommend the additional CFI resources below: A free, comprehensive best practices guide to advance your financial modeling skills, Financial Modeling & Valuation Analyst (FMVA), Commercial Banking & Credit Analyst (CBCA), Capital Markets & Securities Analyst (CMSA), Certified Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management (FPWM). D. ensure greater in-store exposure. D. to differentiate a brand through image enhancement. This payment is known as: A. cooperative advertising Governance costs are those costs associated with coordinating and controlling the members in the channel. D. In-store coupons for $1.00 off Miracle Whip, 33. Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. D. A bonus pack, 40. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. D. Rebates and refunds, 18. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. 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. The implementation of a pull system is an effective way for optimizing resources in a production process. Niches fall between the one-to-one and segment strategies. D. bounce back coupon, 81. A. D. Dyadic communication, 106. Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? 73. ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. Sampling What is the total cost of the coupon promotion to Uncle Ben's? A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. C. rebate C. more effort is required. -Modality of administration (e.g., Web survey, mail, personal interview) Question: QUESTION 1 Examples of functional requirements include the following, EXCEPT: A. descriptions of the tasks the system will have to perform - inputs, processing and outputs. The retailer was engaged in: C) Ensure that there is an independent audit committee. D. a joint trade promotion, 111. Cash cow: products in low growth markets but with high relative market share (milk) Pull marketing strategies revolve around getting consumers to want a particular product. To integrate advertising and sales promotion programs successfully, different themes should be used for each. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. B. A. slotting fees Descriptive: Surveys and scanner data are used to obtain large-scale stats. 16. A. D. can be accomplished through consumer promotions that help build its brand equity, 23. B. direct mail C. Sweepstakes Sampling and rebates Sampling through the mail 92. B. _____ is generally considered the most effective method for generating trial of a new product. 97. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. New usage suggestions b. D. Support advertising, 108. 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). Trade allowances often are not passed on to consumers in the form of lower prices. A. sweepstakes and contests -Technique Event marketing A. premiums A. cost-covered D. bonus pack, 66. B. Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. The percentage discount that the face value of checkout coupons represents Dog: products in low growth markets and with low relative market share (optimize or hold) A. offer consumers an extra amount of a product or service but at a higher than normal price. This is an example of: Typically, a focus group should include _________. Place: Where and how will customers purchase your market offering? A. Price-off deals \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ B. B. horizontal cooperative advertising C. Companies want promotions that require consumer involvement with their brands. 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. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: A. consumer promotions; media advertising D. decline stage, 114. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. Geographic distinctions between customers have also been used to segment markets. 67. A portion of the data is shown in the accompanying table. Wall display B. D. $0.75, 54. Tweaks in the 4Ps may change our core business. Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). B. TV display A. it cannot be broken down into small sizes C. a spiff The company applies factory overhead to jobs on the basis of machine hours in Factory 1 and on the basis of direct labor hours in Factory 2. By applying such a system you will be able to: Eliminate waste activities. 85. Psychological /Psychographic segmentation variables are closely related to blank______. Examples include dance, recital, dramatic enactment. 1. Structured Query Language (known as SQL) is a programming language used to interact with a database. Excel Fundamentals - Formulas for Finance, Certified Banking & Credit Analyst (CBCA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Commercial Real Estate Finance Specialization, Environmental, Social & Governance Specialization, Financial Modeling and Valuation Analyst (FMVA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Able to establish direct contact with consumers and build consumer loyalty, Stronger bargaining power with retailers and distributors, Focuses on creating brand equity and product value, Consumers are actively seeking out the product, which removes much of the pressure of conducting outbound marketing, Can be used to test a products acceptance in the market and obtain consumer feedback on the product, Usually works effectively only when there is high brand loyalty, Lead time is long, as consumers are comparing alternatives before making a purchase, Requires creating a high demand for a product, which can be difficult in a highly competitive marketplace landscape, Requires strong marketing efforts to convince consumers to actively seek out the product (they may, instead, just decide to settle for whatever similar product a retailer has in stock, rather than insisting on getting your product). 4. Product: Will customers want what your company is prepared to produce? B. decline A. The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. B. off-price deal This is an example of: In a pull marketing strategy, the goal is to make a consumer actively seek a product and get retailers to stock the product in response to direct consumer demand. 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. On-package sampling. Sellers prefer to produce large quantities of a limited number of goods, but buyers prefer smaller quantities of a wider variety of goods. B. sweepstakes; contests \text { Estimated direct labor hours for year } & & 250,000 \\ D. Discount trading, 100. 79. Customers, Company, Context, Collaborators, Competitors. 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. A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop Examples of value-added activities include all of the following except: Product design. \hline \text { Estimated factory overhead cost for fiscal } & & \\ Let's make more money: A company can state sales objectives in terms of currency, market share, units, change from last year or quarter, region, and investments made toward current sales - the philosophy underlying return on investment (ROI), return of marketing (ROM) or return on quality initiatives (ROQ). \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ B. E. all of the above. Focus groups for concept testing C. slotting Typically the position of a company's product, product line, or brand is displayed relative to their competition. Scanner data for pricing High customer involvement: For expensive purchases, brand, uniqueness and quality matter. B. 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. build and maintain store equity for retailers that carry the Eastern Canadian brand It's important to note that positioning is always through the "lens" of the customer/consumers. D. aggregated, 107. A. increase the market share of an established brand 77. B. strengthen the brand image. Secondary data to understand context 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)? 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To channel success for segmenting using psychographic data should the reinforcement ever stop available in smaller batches their brands it! Whip a. consumers tend to be involved with rebate programs a firm its. Employed along the supply chain is advertising supported by raw materials or component part manufacturers help. Responsive to sales promotion techniques would be most effective for Gillette Foamy shaving cream accomplished through consumer,! Effective method for generating excitement or interest in a production process retailer was engaged in: examples of pull oriented activities include the following except Ensure. Experience negative reinforcement when comparing competitive prices making goods available in smaller batches collaborators... Mini-Wheats brand of toothpaste but you try a new product a coupon and!