Question 1

Placing a sample bar of soap in every mailbox within a 10-block area is an example of ________ sampling.

Accepted Answer

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

Question 2

When a retailer stocks up on Maxwell House coffee while it is on-deal to sell the inventory later when they are off-deal, it is:

Accepted Answer

A)  a diversion. 
B)  quantity-seeking. 
C)  forward buying. 
D)  a slotting fee. 
A)  a diversion. 
B)  quantity-seeking. 
C)  forward buying. 
D)  a slotting fee.

Question 3

Manufacturers consider slotting fees to be fair because the fee is paid upfront and encourages retailers to place the product on store shelves.

Accepted Answer

A) True 
 B)False

Question 4

What are the main types of trade allowances? Describe each one.

Accepted Answer

1. An off-invoice allowance encourages o

Question 5

What are the four major types of premiums?

Accepted Answer

1. Free-in-the-mail

Question 6

The primary goal of contests and sweepstakes is to encourage brand switching behavior.

Accepted Answer

A) True 
 B)False

Question 7

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

Accepted Answer

A) True 
 B)False

Question 8

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Accepted Answer

A) True 
 B)False

Question 9

Prizes or gifts that consumers receive when purchasing products are called:

Accepted Answer

A)  add-ins. 
B)  premiums. 
C)  purchase incentives. 
D)  giveaways. 
A)  add-ins. 
B)  premiums. 
C)  purchase incentives. 
D)  giveaways.

Question 10

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Accepted Answer

A) True 
 B)False

Question 11

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

Accepted Answer

A) True 
 B)False

Question 12

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:

Accepted Answer

A)  CMA. 
B)  calendar promotion. 
C)  corporate sales program. 
D)  premium or bonus pack. 
A)  CMA. 
B)  calendar promotion. 
C)  corporate sales program. 
D)  premium or bonus pack.

Question 13

The primary difference between trade incentives and trade allowances is that for the trade incentive:

Accepted Answer

A)  the retailer must perform some type of function in order to receive the trade incentive. 
B)  the manufacturer must perform some type of function to encourage the retailer to accept the merchandise. 
C)  the retailer receives a price break if they order a specific quantity. 
D)  involves a price reduction being passed on to consumers by retailers. 
A)  the retailer must perform some type of function in order to receive the trade incentive. 
B)  the manufacturer must perform some type of function to encourage the retailer to accept the merchandise. 
C)  the retailer receives a price break if they order a specific quantity. 
D)  involves a price reduction being passed on to consumers by retailers.

Question 14

Trade promotions are distinguished from other marketing and IMC tools since trade promotions:

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 or stock an item. 
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 or stock an item. 
D)  are limited to activities by manufacturers.

Question 15

The "Intel inside" tag line seen in advertisements by a retail computer store or by a computer manufacturer such as Dell is a form of:

Accepted Answer

A)  direct marketing. 
B)  cooperative advertising. 
C)  producer markup combined with retailer pass-alongs. 
D)  manufacturer's prerogative. 
A)  direct marketing. 
B)  cooperative advertising. 
C)  producer markup combined with retailer pass-alongs. 
D)  manufacturer's prerogative.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

At a trade show, the most difficult buyer group for manufacturers to identify would be ________ because they do not want to be identified, yet are a very important group in terms of ability to make purchase decisions.

Accepted Answer

A)  solution seekers 
B)  buying teams 
C)  power buyers 
D)  reinforcement seekers 
A)  solution seekers 
B)  buying teams 
C)  power buyers 
D)  reinforcement seekers

Question 18

A bonus pack works best to attract new customers.

Accepted Answer

A) True 
 B)False

Question 19

A cooperative merchandising agreement is a formal agreement between the retailer and the manufacturer to undertake a two-way marketing effort.

Accepted Answer

A) True 
 B)False

Question 20

When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a:

Accepted Answer

A)  consumer promotion. 
B)  bonus program. 
C)  trade promotion. 
D)  brand awareness program. 
A)  consumer promotion. 
B)  bonus program. 
C)  trade promotion. 
D)  brand awareness program.

Placing a sample bar of soap in every mailbox within a 10-block area is an example of ________ sampling.

When a retailer stocks up on Maxwell House coffee while it is on-deal to sell the inventory later when they are off-deal, it is:

Manufacturers consider slotting fees to be fair because the fee is paid upfront and encourages retailers to place the product on store shelves.

What are the main types of trade allowances? Describe each one.

What are the four major types of premiums?

The primary goal of contests and sweepstakes is to encourage brand switching behavior.

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Prizes or gifts that consumers receive when purchasing products are called:

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

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:

The primary difference between trade incentives and trade allowances is that for the trade incentive:

Trade promotions are distinguished from other marketing and IMC tools since trade promotions:

The "Intel inside" tag line seen in advertisements by a retail computer store or by a computer manufacturer such as Dell is a form of:

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

At a trade show, the most difficult buyer group for manufacturers to identify would be ________ because they do not want to be identified, yet are a very important group in terms of ability to make purchase decisions.

A bonus pack works best to attract new customers.

A cooperative merchandising agreement is a formal agreement between the retailer and the manufacturer to undertake a two-way marketing effort.

When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

Placing a sample bar of soap in every mailbox within a 10-block area is an example of ________ sampling.

When a retailer stocks up on Maxwell House coffee while it is on-deal to sell the inventory later when they are off-deal, it is:

Manufacturers consider slotting fees to be fair because the fee is paid upfront and encourages retailers to place the product on store shelves.

What are the main types of trade allowances? Describe each one.

What are the four major types of premiums?

The primary goal of contests and sweepstakes is to encourage brand switching behavior.

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Prizes or gifts that consumers receive when purchasing products are called:

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

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:

The primary difference between trade incentives and trade allowances is that for the trade incentive:

Trade promotions are distinguished from other marketing and IMC tools since trade promotions:

The "Intel inside" tag line seen in advertisements by a retail computer store or by a computer manufacturer such as Dell is a form of:

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

At a trade show, the most difficult buyer group for manufacturers to identify would be ________ because they do not want to be identified, yet are a very important group in terms of ability to make purchase decisions.

A bonus pack works best to attract new customers.

A cooperative merchandising agreement is a formal agreement between the retailer and the manufacturer to undertake a two-way marketing effort.

When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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