Question 1

Financial discounts on cases or pallets of merchandise ordered are called:

Accepted Answer

A)  consumer promotions 
B)  off-invoice allowances 
C)  cooperative advertising 
D)  spiff money 
A)  consumer promotions 
B)  off-invoice allowances 
C)  cooperative advertising 
D)  spiff money

Question 2

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

Accepted Answer

A)  fraud and misredemption 
B)  costs 
C)  paperwork to process the refund or rebate 
D)  diminished effectiveness 
A)  fraud and misredemption 
B)  costs 
C)  paperwork to process the refund or rebate 
D)  diminished effectiveness

Question 3

What are the disadvantages of trade allowances?

Accepted Answer

• Retailers may keep the allowance and n

Question 4

A "write our new slogan" event that awards a prize to the winning slogan is a(n):

Accepted Answer

A)  contest 
B)  sweepstakes 
C)  premium 
D)  illegal activity 
A)  contest 
B)  sweepstakes 
C)  premium 
D)  illegal activity

Question 5

A Star Wars action figure given when a customer buys a Whopper meal at Burger King would be a(n):

Accepted Answer

A)  bounce-back premium 
B)  in- or on-package premium 
C)  store or manufacturer premium 
D)  self-liquidating premium 
A)  bounce-back premium 
B)  in- or on-package premium 
C)  store or manufacturer premium 
D)  self-liquidating premium

Question 6

The primary role of trade promotions is to:

Accepted Answer

A)  build brand equity 
B)  encourage trial purchases 
C)  pull products through the channel 
D)  push products through the channel 
A)  build brand equity 
B)  encourage trial purchases 
C)  pull products through the channel 
D)  push products through the channel

Question 7

The following are reasons to use a bonus pack, except:

Accepted Answer

A)  develop customer loyalty 
B)  attract new users 
C)  enhance brand parity 
D)  encourage brand switching 
A)  develop customer loyalty 
B)  attract new users 
C)  enhance brand parity 
D)  encourage brand switching

Question 8

When a company offers a premium, consumers pay full price for the good or service.

Accepted Answer

A) True 
 B)False

Question 9

Giving out samples at a site such as a state fair, parade, or sporting event is:

Accepted Answer

A)  direct sampling 
B)  response sampling 
C)  cross-ruff sampling 
D)  selective sampling 
A)  direct sampling 
B)  response sampling 
C)  cross-ruff sampling 
D)  selective sampling

Question 10

Retailers use each of the following reasons to justify slotting fees, except:

Accepted Answer

A)  retailers must invest time and money in new products 
B)  the fees help retailers finalize decisions about carrying new products 
C)  the fees reduce the number of new products that are introduced each year 
D)  the fees level the playing field between small and large retail outlets 
A)  retailers must invest time and money in new products 
B)  the fees help retailers finalize decisions about carrying new products 
C)  the fees reduce the number of new products that are introduced each year 
D)  the fees level the playing field between small and large retail outlets

Question 11

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

Accepted Answer

A)  promotion prone 
B)  brand loyal 
C)  price sensitive 
D)  shopper prone 
A)  promotion prone 
B)  brand loyal 
C)  price sensitive 
D)  shopper prone

Question 12

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

Accepted Answer

A)  alliance of capital 
B)  cooperative merchandising agreement 
C)  venture agreement 
D)  sales promotion 
A)  alliance of capital 
B)  cooperative merchandising agreement 
C)  venture agreement 
D)  sales promotion

Question 13

At a trade show, manufacturers should weed out which type of buyer group because they are not interested in buying and would take up too much of the vendor's time?

Accepted Answer

A)  solution seekers 
B)  buying teams 
C)  education seekers 
D)  reinforcement seekers 
A)  solution seekers 
B)  buying teams 
C)  education seekers 
D)  reinforcement seekers

Question 14

Shania received a sample of a new tea drink when she attended a football game in Miami. This is an example of selective sampling.

Accepted Answer

A) True 
 B)False

Question 15

Trade promotions are used by manufacturers and other members of the marketing channel to help push products through to retailers.

Accepted Answer

A) True 
 B)False

Question 16

Promotion-prone and price-sensitive consumers are not highly attractive to pursue with consumer promotions.

Accepted Answer

A) True 
 B)False

Question 17

Retailers tend to stock brands with strong images even if the manufacturer offers fewer trade deals.

Accepted Answer

A) True 
 B)False

Question 18

Trade promotions are distinguished from other marketing and IMC tools in that they:

Accepted Answer

A)  involve extensive advertising 
B)  are offered to consumers 
C)  are used to entice other members of the marketing channel to make purchases 
D)  are limited to activities by manufacturers 
A)  involve extensive advertising 
B)  are offered to consumers 
C)  are used to entice other members of the marketing channel to make purchases 
D)  are limited to activities by manufacturers

Question 19

A sporting goods store offering a free golf bag with the purchase of three or more golf clubs is an example of a self-liquidating premium.

Accepted Answer

A) True 
 B)False

Question 20

A $1.00 coupon is placed inside a box of Quaker Oats. This is an example of a(n):

Accepted Answer

A)  instant-redemption coupon 
B)  bounce-back coupon 
C)  cross-ruffing coupon 
D)  response offer coupon 
A)  instant-redemption coupon 
B)  bounce-back coupon 
C)  cross-ruffing coupon 
D)  response offer coupon

Financial discounts on cases or pallets of merchandise ordered are called:

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

What are the disadvantages of trade allowances?

A "write our new slogan" event that awards a prize to the winning slogan is a(n):

A Star Wars action figure given when a customer buys a Whopper meal at Burger King would be a(n):

The primary role of trade promotions is to:

The following are reasons to use a bonus pack, except:

When a company offers a premium, consumers pay full price for the good or service.

Giving out samples at a site such as a state fair, parade, or sporting event is:

Retailers use each of the following reasons to justify slotting fees, except:

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

At a trade show, manufacturers should weed out which type of buyer group because they are not interested in buying and would take up too much of the vendor's time?

Shania received a sample of a new tea drink when she attended a football game in Miami. This is an example of selective sampling.

Trade promotions are used by manufacturers and other members of the marketing channel to help push products through to retailers.

Promotion-prone and price-sensitive consumers are not highly attractive to pursue with consumer promotions.

Retailers tend to stock brands with strong images even if the manufacturer offers fewer trade deals.

Trade promotions are distinguished from other marketing and IMC tools in that they:

A sporting goods store offering a free golf bag with the purchase of three or more golf clubs is an example of a self-liquidating premium.

A $1.00 coupon is placed inside a box of Quaker Oats. This is an example of a(n):

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 12: Sales Promotions

Financial discounts on cases or pallets of merchandise ordered are called:

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

What are the disadvantages of trade allowances?

A "write our new slogan" event that awards a prize to the winning slogan is a(n):

A Star Wars action figure given when a customer buys a Whopper meal at Burger King would be a(n):

The primary role of trade promotions is to:

The following are reasons to use a bonus pack, except:

When a company offers a premium, consumers pay full price for the good or service.

Giving out samples at a site such as a state fair, parade, or sporting event is:

Retailers use each of the following reasons to justify slotting fees, except:

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

At a trade show, manufacturers should weed out which type of buyer group because they are not interested in buying and would take up too much of the vendor's time?

Shania received a sample of a new tea drink when she attended a football game in Miami. This is an example of selective sampling.

Trade promotions are used by manufacturers and other members of the marketing channel to help push products through to retailers.

Promotion-prone and price-sensitive consumers are not highly attractive to pursue with consumer promotions.

Retailers tend to stock brands with strong images even if the manufacturer offers fewer trade deals.

Trade promotions are distinguished from other marketing and IMC tools in that they:

A sporting goods store offering a free golf bag with the purchase of three or more golf clubs is an example of a self-liquidating premium.

A $1.00 coupon is placed inside a box of Quaker Oats. This is an example of a(n):

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters