A. joint sales promotions D. There is no general number associated with coupon redemption. 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. The ideal goal for the marketer is to find a(n) blank______ group of customers whose needs they can easily and profitably meet. The following are illustrative examples of a push . B. B. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. C. brand equity Sampling through the mail Manufacturers are spending more money on media advertising. 15 C. Promotional discounting Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. Material movement. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions Simple averages are taken over the questions resulting in a pair of means for each attribute. Which of the following statements about the slotting allowances charged by many retailers is true? The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. All the following are advantages associated with the use of trade allowances EXCEPT: A. Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. D. promotional allowances, 86. 73. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. C. slotting Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. A. Coupons B. generally elicit immediate response from consumers The role of the planning function in the management process is. D. marketers are offering consumers more promotions to attract and maintain customers. Surveys for customer satisfaction EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1EstimateddirectlaborhoursforyearEstimatedmachinehoursforyearActualfactoryoverheadcostsforMarchActualdirectlaborhoursforMarchActualmachinehoursforMarchFactory1$12,900,000600,000$12,990,000610,000Factory2$10,200,000250,000$10,090,000245,000, 012345-$500$202-$X$196$350$451\begin{matrix} Examples of leadership activities that support conceptual. What actions does the Fed take "when the economy is weak and unemployment is on the rise"? The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. 26. A pull strategy focuses on advertising to stimulate market interest and attract customers. A. In-store sampling B. This is an example of a: 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. Bonus packs A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra to purchase. Legitimate power ("I'm a Great Dane, and you're a Chihuahua"). B. D. can be accomplished through consumer promotions that help build its brand equity, 23. A. consumer franchise-building promotion D. Trade marketing, 17. A. Price-off deals A. Red Bull Energy Drink. B. A. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. Sampling C. rebate \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. Dog: products in low growth markets and with low relative market share (optimize or hold) D. promotional traps. C. Premiums and sweepstakes Niches fall between the one-to-one and segment strategies. Which of the following statements about sales promotion programs is true? A. event marketing Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. This method uses averages so one attribute can't make or break a brand. Effective Segmentation has profitability potential Direct mail coupons Tailoring Strategy: Customizing For Segments. 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.". Conjoint for new products Targeted to specific geographic or demographic segments D. bounce back coupon, 81. Network methods to identify opinion leaders in buzz marketing. In positioning, the marketing department creates an image for the product based on its intended audience. Advertising implemented by retailers and paid for by a manufacturer is called: Inseparability in services the production and consumption cannot be separated. 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. 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. The "Intel Inside" logo which appears on many computers is an example of: _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. This form of performance-based assessment can take time, so there . 16. Nonprobability sampleA sample drawn due to specific research considerations and/or the researcher's judgement (a shopping mall-intercept survey). C. Bonus packs, trade allowances, and slotting fees Demographics include company size, account size, market share, and number of employees. A. pull money Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. 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. Prevention costs. \end{matrix} Positioning studies and perceptual maps are closely related to this marketing research technique. There may be prose or poetry interpretation. Low customer involvement: Customers don't care and won't spend time thinking about brands. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). A. Spiffs Every marketing decision should be based on facts and information. The use of premiums is very popular in fast food restaurants such as McDonald's. This is an example of: Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. C. the copy and layout of the coupon B. a slotting allowance. C. To increase consumption of an established brand 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. A. slotting allowances B. reflects the overall quality of the product and is consistent with its image and positioning 97. 96. Marketing information should be gathered constantly, STP: C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. B. Vertical cooperative advertising A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. A. to create structures. A. Horizontal cooperative advertising Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. A. increase the market share of an established brand A. free premium The increase of brand loyalty in many product categories D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone, 48. New buy: You're buying teeth whitening strips for the first time and think what attributes must you consider. c. vigilantism. Surveys to assess customer satisfaction with Internet as a distribution option Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. Attribute-based Approach: To create a map based on attributes, customers complete a survey. Event marketing The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. What do they stand for? A pack of baseball cards in a box of Cheerios cereal 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? B. nonfranchise-building promotion ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. D. cost-plus. Interviews to study company's employees D. growth. A. a slotting fee. On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. A. ________ is an exchange between a firm and its customers. Match the following terms with the descriptions below. A. contests; sweepstakes 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. \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ 50. A. ScoreSTRTSALINCSGL227.0019.0044.0148.894.70230.6717.9040.1743.914.60230.6719.2044.7947.645.10\begin{array}{|c|c|c|c|c|} Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. means each customer serves as his or her own segment. 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: Straight rebuy: You're out of toothpaste and you mindlessly pop a tube of your usual brand into your basket. Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. Types of Shopping: Business to Business (B2B). D. event marketing, 82. B. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. B. A. coupons Typically, a focus group should include _________. C. an off-invoice allowance. 5. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. Trade allowances often are not passed on to consumers in the form of lower prices. A. horizontal cooperative advertising 13. D. Event marketing, 105. \hline \vdots & \vdots & \vdots & \vdots & \vdots \\ In a pull marketing strategy, a firm markets its product directly to consumers. Firms typically review the issues on a regular basis. They predict that the redemption rate will be 5%. 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). B. trade shows 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. Judgement ( a shopping mall-intercept survey ) coupon redemption in services the production and consumption not... Well-Known brand, market awareness, supplier relationships, training, and high vs. low accounts. 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