Exam 17: Promotions

You are planning a presentation on why marketers use consumer promotions.What are the reasons you would include in your presentation?

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products, but the company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products sold in grocery stores. A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products?

Which of the following is a type of partnership program used by manufacturers of two or more brands,such as Doritos corn chips and Pace salsa,to leverage similar strengths to achieve a bigger impact in the marketplace?

Refer to the passage below to answer the questions that follow. Everyone knows McDonald's, the worldwide fast food chain. McDonald's has used consumer promotions for years. Restaurants offer a kids' Happy Meal that always includes a toy, and oftentimes the package itself is a promotion, such as pumpkin buckets at Halloween. McDonald's has also used a promotion patterned after the popular Monopoly game, in which everyone wins something small, like a soft drink or french fries, but one participant could win $1 million dollars. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase. -What type of consumer promotion is the toy in the Happy Meal?

Through the process of ________,results derived from a promotion can be estimated and compared with the projected cost of the effort.

Creating a high level of excitement about the product among distribution channel members responsible for the product's sale is one of the most important functions of a trade promotion.

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products, but the company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products sold in grocery stores. A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?

Consumer promotions are most important in which of the following types of strategies?

Discuss five reasons for the growth of sales promotion.

Brokers,distributors,wholesalers,dealers,franchisees,and retailers are referred to as ________.

________ means building a product's marketing program around a sponsored event,such as the Olympics or a golf tournament.

Discuss two differences between advertising and sales promotion to help him better understand each tool's strengths and weaknesses.

Tropicana Orange Juice had a promotion in which consumers could send in 10 UPC symbols along with $4.95 for shipping and handling and receive a nice Hawaiian shirt in return.Which type of premium is this?

Usually the go/no-go decision for a sales promotion is based on the ________.

Which of the following is the most reasonable criticism of sales promotion?

A trade network is where companies within the same industry gather to present and sell their merchandise,as well as to demonstrate their products.

An advertising agency's client wants to use the Internet for sales promotion programs.Discuss two types of sales promotions that are appropriate for this medium.

Sales manuals,training programs,and supportive materials are all examples of ________ promotions.

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

Manufacturers may offer a(n)________,which may be a set amount of money or a discount,to a reseller who purchases a certain amount of the product during a specified time period.