Question 1

Sales quotas for channel members:

Accepted Answer

A)  Should almost always be avoided. 
B)  Are dependent for success upon the use of coercive power. 
C)  Should be set in conjunction with the channel member. 
D)  Should be reserved primarily for poorly performing channel members. 
E)  Should be set after the firm's annual objectives are determined. 
A)  Should almost always be avoided. 
B)  Are dependent for success upon the use of coercive power. 
C)  Should be set in conjunction with the channel member. 
D)  Should be reserved primarily for poorly performing channel members. 
E)  Should be set after the firm's annual objectives are determined.

Question 2

Retailers and wholesalers are __________ content to be conduits that giant manufacturers using massive national advertising can send their products smoothly through to final customers.

Accepted Answer

A)  no longer 
B)  increasingly 
C)  still 
D)  more than ever 
E)  have finally become 
A)  no longer 
B)  increasingly 
C)  still 
D)  more than ever 
E)  have finally become

Question 3

It is now easier for manufacturers to measure the effect of promotional allowances because of:

Accepted Answer

A)  Simpler programs and closer administration. 
B)  More generous allowances. 
C)  Outside consulting firms. 
D)  Smartphones. 
E)  New cash register technology. 
A)  Simpler programs and closer administration. 
B)  More generous allowances. 
C)  Outside consulting firms. 
D)  Smartphones. 
E)  New cash register technology.

Question 4

Which of the following is not an advantage of using trade shows as a promotional strategy?

Accepted Answer

A)  Provides an opportunity to sell to existing and new channel members 
B)  Provides an opportunity to show new products 
C)  Provides an opportunity to show new promotional programs 
D)  Can enhance the manufacturer's reputation 
E)  Provides an opportunity to advise and give technical assistance to channel members 
A)  Provides an opportunity to sell to existing and new channel members 
B)  Provides an opportunity to show new products 
C)  Provides an opportunity to show new promotional programs 
D)  Can enhance the manufacturer's reputation 
E)  Provides an opportunity to advise and give technical assistance to channel members

Question 5

One of the main issues Proctor & Gamble P&G)Company had with its Max Factor is:

Accepted Answer

A)  Giant mass market U.S. retailers were not willing to give more shelf space to Max Factor products. 
B)  P&G's marketing team had failed to gain sufficient brand recognition. 
C)  Even though P&G threw millions of dollars in trade promotions, sales of the Max Factor brand continued to fall. 
D)  Foreign sales of Max Factor products were falling. 
E)  Offering big trade discounts to retailers simply did not work. 
A)  Giant mass market U.S. retailers were not willing to give more shelf space to Max Factor products. 
B)  P&G's marketing team had failed to gain sufficient brand recognition. 
C)  Even though P&G threw millions of dollars in trade promotions, sales of the Max Factor brand continued to fall. 
D)  Foreign sales of Max Factor products were falling. 
E)  Offering big trade discounts to retailers simply did not work.

Question 6

___________ is a term used to refer to the use of several promotional tools in a coordinated effort to achieve maximum promotional impact.

Accepted Answer

A)  Exponential marketing 
B)  Integrated marketing communication 
C)  Expanded promotion 
D)  Advertising materials 
E)  Persuasive advertising 
A)  Exponential marketing 
B)  Integrated marketing communication 
C)  Expanded promotion 
D)  Advertising materials 
E)  Persuasive advertising

Question 7

Which of the following is a common abuse of cooperative advertising money by retailers?

Accepted Answer

A)  Poor promotional planning. 
B)  Retailers not agreeing to branding strategy of manufacturer. 
C)  Retailers buying newspaper space at rates lower than what they bill manufacturers. 
D)  Not setting up point of purchase displays properly. 
E)  Resisting manufacturer control over the advertising campaign. 
A)  Poor promotional planning. 
B)  Retailers not agreeing to branding strategy of manufacturer. 
C)  Retailers buying newspaper space at rates lower than what they bill manufacturers. 
D)  Not setting up point of purchase displays properly. 
E)  Resisting manufacturer control over the advertising campaign.

Question 8

The underlying concept behind the push promotional strategy is:

Accepted Answer

A)  Manufacturer dominance of promotion, especially national advertising. 
B)  Using power to "force" acceptance of products by channel members. 
C)  Using massive advertising to get consumers to push retailers into selling certain products. 
D)  Securing mutual effort and cooperation between manufacturers and channel members in the use of promotion. 
E)  Signaling the consumer that this is a product they must have. 
A)  Manufacturer dominance of promotion, especially national advertising. 
B)  Using power to "force" acceptance of products by channel members. 
C)  Using massive advertising to get consumers to push retailers into selling certain products. 
D)  Securing mutual effort and cooperation between manufacturers and channel members in the use of promotion. 
E)  Signaling the consumer that this is a product they must have.

Question 9

Consultants such as SymphonyIRIGroup have made it feasible for manufacturers to:

Accepted Answer

A)  Measure the effects of promotional programs more accurately. 
B)  Save a great deal of money. 
C)  Precisely measure the effects of just advertising. 
D)  Allocate funds to product development at the true optimum level. 
E)  Predict consumer response rates to the promotions precisely. 
A)  Measure the effects of promotional programs more accurately. 
B)  Save a great deal of money. 
C)  Precisely measure the effects of just advertising. 
D)  Allocate funds to product development at the true optimum level. 
E)  Predict consumer response rates to the promotions precisely.

Question 10

Many channel members feel that when it comes to contests and incentives:

Accepted Answer

A)  They are a one-sided deal in the retailers' or manufacturer's favor. 
B)  They are a one-sided deal in the manufacturer's favor. 
C)  The cost to the channel member is of little concern. 
D)  They are the most effective type of promotional support. 
E)  They are the most simple to administer to everyone's satisfaction. 
A)  They are a one-sided deal in the retailers' or manufacturer's favor. 
B)  They are a one-sided deal in the manufacturer's favor. 
C)  The cost to the channel member is of little concern. 
D)  They are the most effective type of promotional support. 
E)  They are the most simple to administer to everyone's satisfaction.

Question 11

In using in-store promotions,the most critical factor for the channel manager to consider in judging the probable effectiveness of the promotion is:

Accepted Answer

A)  The number of stores involved. 
B)  The amount of salespeople time going into setting up the program. 
C)  The direct cost of the promotion to the manufacturer. 
D)  The benefits of the program as perceived by retailers. 
E)  The number of inquiries received from ultimate consumers about the manufacturer's product. 
A)  The number of stores involved. 
B)  The amount of salespeople time going into setting up the program. 
C)  The direct cost of the promotion to the manufacturer. 
D)  The benefits of the program as perceived by retailers. 
E)  The number of inquiries received from ultimate consumers about the manufacturer's product.

Question 12

Effective retail training programs should include all of the following except:

Accepted Answer

A)  How retail customers can promote products. 
B)  Selling skills. 
C)  Product knowledge. 
D)  Stages of the selling process. 
E)  Teaching how to "close" a sale. 
A)  How retail customers can promote products. 
B)  Selling skills. 
C)  Product knowledge. 
D)  Stages of the selling process. 
E)  Teaching how to "close" a sale.

Question 13

The effectiveness of the overall promotional strategy depends on how successful the manufacturer is in:

Accepted Answer

A)  Implementing its advertising, sales promotion, personal selling, and publicity. 
B)  Securing cooperation from independent channel members in implementing the promotional strategy. 
C)  Keeping its promotional budget in check. 
D)  Developing creative promotional tactics. 
E)  How its promotions compare to its competitors. 
A)  Implementing its advertising, sales promotion, personal selling, and publicity. 
B)  Securing cooperation from independent channel members in implementing the promotional strategy. 
C)  Keeping its promotional budget in check. 
D)  Developing creative promotional tactics. 
E)  How its promotions compare to its competitors.

Question 14

Which of the following is not an example of in-store promotion?

Accepted Answer

A)  Trunk shows 
B)  Celebrity store appearances 
C)  Food samplings 
D)  Cooking demonstrations 
E)  Cardboard cutouts 
A)  Trunk shows 
B)  Celebrity store appearances 
C)  Food samplings 
D)  Cooking demonstrations 
E)  Cardboard cutouts

Question 15

For samples to be an effective in-store promotion,it is suggested that:

Accepted Answer

A)  Retailers will have to provide advance notice to consumers. 
B)  Because more people are shopping on the Internet, in store samples will become passé, so manufacturers will have to mail samples to consumers. 
C)  Channel managers and retailers will need to be more clever and develop situational sampling. 
D)  Samples should only be given at holiday or special event times. 
E)  Tables be set up at the front of the stores. 
A)  Retailers will have to provide advance notice to consumers. 
B)  Because more people are shopping on the Internet, in store samples will become passé, so manufacturers will have to mail samples to consumers. 
C)  Channel managers and retailers will need to be more clever and develop situational sampling. 
D)  Samples should only be given at holiday or special event times. 
E)  Tables be set up at the front of the stores.

Question 16

Which of the following is a false statement about slotting fees?

Accepted Answer

A)  Retailers view slotting fees as compensation for risks in taking on new products. 
B)  Manufacturers believe slotting fees give retailers more market power. 
C)  Slotting fees can be used as a screening device for new products based on the fee the manufacturer is willing to pay. 
D)  Slotting fees may discriminate against large manufacturers who are willing and able to pay high fees. 
E)  The FTC and GAO are investigating to determine if slotting fees violate antitrust laws. 
A)  Retailers view slotting fees as compensation for risks in taking on new products. 
B)  Manufacturers believe slotting fees give retailers more market power. 
C)  Slotting fees can be used as a screening device for new products based on the fee the manufacturer is willing to pay. 
D)  Slotting fees may discriminate against large manufacturers who are willing and able to pay high fees. 
E)  The FTC and GAO are investigating to determine if slotting fees violate antitrust laws.

Question 17

The most typical strategy used for promotional allowances is to offer channel members:

Accepted Answer

A)  A print ad allowance. 
B)  A percentage of purchases on particular products. 
C)  A credit. 
D)  A discount on future purchases. 
E)  An increased trade discount. 
A)  A print ad allowance. 
B)  A percentage of purchases on particular products. 
C)  A credit. 
D)  A discount on future purchases. 
E)  An increased trade discount.

Question 18

Which of the following is an accurate statement regarding displays and selling aids?

Accepted Answer

A)  Expenditures for this category of promotion are falling. 
B)  National expenditures for displays and selling aids amount to about $10 million. 
C)  Most retailers receive few displays and/or selling aids. 
D)  Displays and selling aids are rarely effective. 
E)  Often manufacturers have difficulty getting retailers to use displays and selling aids. 
A)  Expenditures for this category of promotion are falling. 
B)  National expenditures for displays and selling aids amount to about $10 million. 
C)  Most retailers receive few displays and/or selling aids. 
D)  Displays and selling aids are rarely effective. 
E)  Often manufacturers have difficulty getting retailers to use displays and selling aids.

Question 19

The increasing emphasis on push promotions in recent years is attributed to:

Accepted Answer

A)  New technologies being available. 
B)  The much lower cost of push promotions. 
C)  The dissatisfaction of consumers with pull promotions. 
D)  The increasing size and power of retailers and wholesalers. 
E)  Increasing expertise of advertising agencies in this type of promotion. 
A)  New technologies being available. 
B)  The much lower cost of push promotions. 
C)  The dissatisfaction of consumers with pull promotions. 
D)  The increasing size and power of retailers and wholesalers. 
E)  Increasing expertise of advertising agencies in this type of promotion.

Sales quotas for channel members:

Retailers and wholesalers are __________ content to be conduits that giant manufacturers using massive national advertising can send their products smoothly through to final customers.

It is now easier for manufacturers to measure the effect of promotional allowances because of:

Which of the following is not an advantage of using trade shows as a promotional strategy?

One of the main issues Proctor & Gamble P&G)Company had with its Max Factor is:

___________ is a term used to refer to the use of several promotional tools in a coordinated effort to achieve maximum promotional impact.

Which of the following is a common abuse of cooperative advertising money by retailers?

The underlying concept behind the push promotional strategy is:

Consultants such as SymphonyIRIGroup have made it feasible for manufacturers to:

Many channel members feel that when it comes to contests and incentives:

In using in-store promotions,the most critical factor for the channel manager to consider in judging the probable effectiveness of the promotion is:

Effective retail training programs should include all of the following except:

The effectiveness of the overall promotional strategy depends on how successful the manufacturer is in:

Which of the following is not an example of in-store promotion?

For samples to be an effective in-store promotion,it is suggested that:

Which of the following is a false statement about slotting fees?

The most typical strategy used for promotional allowances is to offer channel members:

Which of the following is an accurate statement regarding displays and selling aids?

The increasing emphasis on push promotions in recent years is attributed to:

Marketing Channel Concepts

The Channel Participants

The Environment of Marketing Channels

Behavioral Processes in Marketing Channels

Strategy in Marketing Channels

Designing Marketing Channels

Selecting the Channel Members

Target Markets and Channel Design Strategy

Motivating the Channel Members

Product Issues in Channel Management

Pricing Issues in Channel Management

Logistics and Channel Management

Evaluating Channel Member Performance

Electronic Marketing Channels

Franchise Marketing Channels

Marketing Channels for Services

International Channel Perspectives

Filters

Exam 12: Promotion through the Marketing Channel

Sales quotas for channel members:

Retailers and wholesalers are __________ content to be conduits that giant manufacturers using massive national advertising can send their products smoothly through to final customers.

It is now easier for manufacturers to measure the effect of promotional allowances because of:

Which of the following is not an advantage of using trade shows as a promotional strategy?

One of the main issues Proctor & Gamble P&G)Company had with its Max Factor is:

___________ is a term used to refer to the use of several promotional tools in a coordinated effort to achieve maximum promotional impact.

Which of the following is a common abuse of cooperative advertising money by retailers?

The underlying concept behind the push promotional strategy is:

Consultants such as SymphonyIRIGroup have made it feasible for manufacturers to:

Many channel members feel that when it comes to contests and incentives:

In using in-store promotions,the most critical factor for the channel manager to consider in judging the probable effectiveness of the promotion is:

Effective retail training programs should include all of the following except:

The effectiveness of the overall promotional strategy depends on how successful the manufacturer is in:

Which of the following is not an example of in-store promotion?

For samples to be an effective in-store promotion,it is suggested that:

Which of the following is a false statement about slotting fees?

The most typical strategy used for promotional allowances is to offer channel members:

Which of the following is an accurate statement regarding displays and selling aids?

The increasing emphasis on push promotions in recent years is attributed to:

Marketing Channel Concepts

The Channel Participants

The Environment of Marketing Channels

Behavioral Processes in Marketing Channels

Strategy in Marketing Channels

Designing Marketing Channels

Selecting the Channel Members

Target Markets and Channel Design Strategy

Motivating the Channel Members

Product Issues in Channel Management

Pricing Issues in Channel Management

Logistics and Channel Management

Evaluating Channel Member Performance

Electronic Marketing Channels

Franchise Marketing Channels

Marketing Channels for Services

International Channel Perspectives

Filters