C. rebates 85. 15% The dashboard is an indicator of a company's success. 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. The customer then compares the brand on the next important attribute and so forth, until only one brand is left. 1. Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. C. Location sampling D. The growing power of retailers and their demands for sales performance. C) Ensure that there is an independent audit committee. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? Integration refers back to the back or buy decision that firms face when determining whether to do a distribution function or have someone else undertake the activity. Assembly activities. 5. -Sample (e.g., random sample, stratified sample by segment) B. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. It doesn't ask customers what's important in a hotel. It is the act of designing and creating the company's image and communicating the benefits of the company's products, so it gains a distinct place in the market. 4. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. Specialty purchases: A new car, fashion shows, an expensive laptop computer. A. D. instant, 59. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Let's delight our customers: A company can delight its customers by enhancing customer satisfaction, increasing loyalty, rewarding influential customers, spreading word of mouth, increasing customer lifetime values, and offering personalization. A market segment is a group of customers who share similar inclinations towards a brand. Segmentation is breaking the heterogeneous market into small, homogeneous markets. 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). 5. Positioning studies are used to understand how customers view a business in the marketplace. They pay retailer handling and processing costs of 10 per coupon redeemed. Targeted to specific geographic or demographic segments A free tube of Colgate toothpaste in a box of Life cereal Seven Popular Marketing Research Techniques, 1. A. BMAL-590 Week 1 Section 4 Marketing Research, BMAL-590 Week 1 Section 5 Marketing Strategy, Foundations of Global Dimensions of Business, BMAL-590 Week 2 Business Ethics/The Importanc, Estimatedfactoryoverheadcostforfiscal, Fundamentals of Financial Management, Concise Edition, Daniel F Viele, David H Marshall, Wayne W McManus. Marketing strategy is the link between corporate goals and operational tactics. Surveys to assess customer satisfaction with Internet as a distribution option 76. B. pull monies Selling Company produces its product in batches of 100, yet its average customer only purchases ten at a time. To obtain trial of a new brand D. In-or on-package sampling, 43. C. slotting Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. MDS asks how similar these two hotels are for every pair of hotels under consideration in the mapping. B. B. most coupons are redeemed immediately following the initial coupon drop Sampling D. In-pack coupons for any variety of Breton crackers. There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising 45. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out blank_____. D. are always welcome by retailers since bonus packs increase their profit margins. On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. B. Price-off deals Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. -Communicate results (white paper, presentation, recommendations). Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. A. Vertical cooperative advertising A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. This payment is known as: D. an off-invoice allowance. D. promotional allowances, 86. E. Planning eliminates the need for effective leadership. The contest or sweepstakes offer may overshadow the brand. b Assembly activities. C. in/on packs Marketing strategy links goals and blank_______. A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. B. \text { Actual machine hours for March } & 610,000 & Moderate customer involvement: Some effort is expended prior to purchase to obtain good value. Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. C. the copy and layout of the coupon Attribute-based Approach: To create a map based on attributes, customers complete a survey. 1. Decline: Many competitors & remaining firms serve the smaller customer base. D. There is no general number associated with coupon redemption. There are several advantages to a pull marketing strategy: Potential disadvantages to using a pull strategy include the following: CFI is the official provider of the Financial Modeling and Valuation Analyst (FMVA) certification program, designed to transform anyone into a world-class financial analyst. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities. $1.50 A. consumer franchise-building promotion 91. Bonus packs: d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? Conjoint for new products C. Sampling through the mail Breaking bulk means making goods available in smaller batches. 84. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. 78. D. bounce back coupon, 81. The heavy emphasis on trade promotion makes it difficult to: B. Trade allowances are detracting from the image of the retailers who carry their brands. 79. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. Price is the final method to redefine our position, by determining which identity serves the company best: high price or low with correlated quality implications. Effective Segmentation allows access to customers All of the following are examples of consumer-oriented sales promotion activities EXCEPT: 10. 27. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. Students can create, perform, and/or provide a critical response. B. a slotting allowance. B. generally elicit immediate response from consumers D. event marketing, 82. A. A. Typically the position of a company's product, product line, or brand is displayed relative to their competition. Establish an effective distribution network. D. Event marketing, 105. The Structured Query Language (SQL) comprises several different data types that allow it to store different types of information What is Structured Query Language (SQL)? A. bounce-back A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. D. handling costs. A. C. $75,000 B. premium Examples include products purchased, user status, media habits, loyalty, and frequency of usage. B. TV display Structured Query Language (known as SQL) is a programming language used to interact with a database. Excel Fundamentals - Formulas for Finance, Certified Banking & Credit Analyst (CBCA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Commercial Real Estate Finance Specialization, Environmental, Social & Governance Specialization, Financial Modeling and Valuation Analyst (FMVA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Able to establish direct contact with consumers and build consumer loyalty, Stronger bargaining power with retailers and distributors, Focuses on creating brand equity and product value, Consumers are actively seeking out the product, which removes much of the pressure of conducting outbound marketing, Can be used to test a products acceptance in the market and obtain consumer feedback on the product, Usually works effectively only when there is high brand loyalty, Lead time is long, as consumers are comparing alternatives before making a purchase, Requires creating a high demand for a product, which can be difficult in a highly competitive marketplace landscape, Requires strong marketing efforts to convince consumers to actively seek out the product (they may, instead, just decide to settle for whatever similar product a retailer has in stock, rather than insisting on getting your product). Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: Effective Segmentation utilizes appropriate data There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. The response variable is the mean score on the MCAS (Massachusetts Comprehensive Assessment System) exam given in May 1998 to 10th graders. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? D. contests; rebates, 72. B. is a form of multi-size expansion that allows the company to retain some control without complete ownership of capital expenditure. C. To increase consumption of an established brand Sampling through the media distribution channel is a network of inter-connected firms that provide sellers a means of infusing the marketplace with their goods, and buyers a means of purchasing those goods as efficiently and profitably as possible. For expensive purchases, blank_________, uniqueness and quality matter. Loyalty programs And how important are each of these attributes? Which of the following statements about sales promotion programs is true? Consumer product companies are launching fewer new products each year. B. trade promotions C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. C. to set direction. A. the payoff is smaller. B. the reinforcement is immediate. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. Scanner data for pricing and coupon experiments and brand switching C. integrated dyadic communications B. B. a franchise building promotion The ideal goal for the marketer is to find a(n) blank______ group of customers whose needs they can easily and profitably meet. A. joint sales promotions D. rebate, 64. B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace D. decline stage, 114. C. frequent patronage programs B. means each customer serves as his or her own segment. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. D. Loyalty programs, 58. C. sweepstakes; event sponsorship An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. Score227.00230.67230.67STR19.0017.9019.20TSAL44.0140.1744.79INC48.8943.9147.64SGL4.704.605.10. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. D. Bonus packs. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. 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. A. bonus pack Let's redefine our position: A company can redefine its position with a product by building new product sales, building product category, or building brand equity. A. Spiffs 3. C. Premiums Premiums are not subject to restrictions from industry and government agencies. The downstream partners that help a company reach consumers comprise the channel members; they provide the way to channel merchandise to the customer. B. ingredient-sponsored cooperative advertising A. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. How has the view of sales promotions changed during the past decades? Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. D. Bauer Hockey Skates. This is an example of a(n) _____ coupon. Dog: products in low growth markets and with low relative market share (optimize or hold) B. a trade allowance. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies try to find out which customers will like their product and get the product into their hands. ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. Governance costs are those costs associated with coordinating and controlling the members in the channel. The following costs were incurred during the companys first year of operations: During the year, the company produced 25,000 units and sold 20,000 units. 77. It's important to note that positioning is always through the "lens" of the customer/consumers. There may be prose or poetry interpretation. Which of the following is NOT an example of a point-of-purchase display? 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. C. Sweepstakes It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. A. 50. C. build an Eastern Canadian brand identity and image Inseparability in services the production and consumption cannot be separated. D. a rebate cooperative advertising, 109. A. cross-ruff D. Event sampling, 46. C. Seasonality of purchase and length of promotion The VP says that the person who first kicks off the purchase process is the blank________ Click the card to flip Flashcards D. spiffs, 104. C. Sweepstakes When segmenting the market, marketers integrate their knowledge of the marketplace with appropriate customer data which gives insight into similarities in customer needs and preferences. 90. 6. Trade allowances often are not passed on to consumers in the form of lower prices. A. slotting allowances Maturity: Revenue peaks but profit margins erode due to high competition. A. build brand loyalty A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ A. a slotting fee. D. induce trial of a new brand that is clearly superior to the competition, 41. C. are very effective even without brand name awareness If a brand is strong on one attribute and average on another, it will still dominate a brand that was just average on all its attributes. a Material movement. 6% C. vertical cooperative advertising B. the face value of the coupon redeemed Manufacturers are spending more money on media advertising. C. it may be too difficult to find a way to distribute the samples B. self-liquidating b. changing the physical environment. The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: A. D. magazines, 55. Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample B. slotting fee Buyer: administrator who orders equipment and supplies. D. a coop allowance. D. Discount trading, 99. Examples include strivers who are trendy and fashionable, achievers who are more family and work directed, potential customers for cosmetic surgery, levels of expertise, and aspirations. In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. A. encourage consumers to buy on the basis of price B. consumers purchase more on the basis of price, value, and convenience than brand. Increase productivity and flow efficiency. 83. The following are illustrative examples of a push . A. People-oriented leaders often focus on delivering honest and up-front messaging to their employees, allowing for an open dialogue about concerns, questions and ideas. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. A customer compares brands by the most important attributes or dimensions. C. to encourage the trade to display and support established brands. D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. 35. \hline 230.67 & 17.90 & 40.17 & 43.91 & 4.60 \\ B. C. a spiff The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. D. joint trade promotions, 110. The building or reinforcement of consumer-franchise or equity for a brand: C. brand equity building Sampling Star: products in high growth markets with high relative market share (minimize or divest) A. coupon C. Redemption rates for mail-in premium offers are very high. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. Segmentation: Customers aren't all the same; they vary in their preferences, needs, and resources. Red Bull Energy Drink. 7. 95. C. spiffs Brands that make the cut on the first dimension go into the customer's consideration set. Sampling Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. B. strengthen the brand image. Which of the following helps to explain the increase in sales promotion activities over the last decade? All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. Recipe books showing alternative uses for Miracle Whip Four Classes of Goals This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. B. D. transference charging, 98. D. to inspire effort. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: B. Channel power/leadership allows control of conflict by domination of the channel by one partner. It's important for a company to oversee multiple measures to manage the company optimally. Networks to study collaborators Examples of leadership activities that support conceptual. 3. 49. Sampling through the mail One such video is the Tide Pod Challenge, which was popularized by. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. B. Corporate vertical marketing systems, in which all channel members are owned by/contracted to one company, provides control of conflict. B. Ingredient-sponsored cooperative advertising \end{matrix} 4. 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? D. event sponsorship, 47. is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. Premiums Sampling This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. B. Communication and trust are also critical to channel success. C. can be done more easily through trade-oriented promotions than through consumer-oriented promotions -Instruments (e.g., questionnaire, focus group moderator guide) A. forward buying Material movement. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. Lynch Company manufactures and sells a single product. Fewer clusters means greater heterogeneity within a cluster. Examples include country, area of country, culture, climate, and urban vs. rural. Which of the following would be NOT an example of a nonfranchise-building promotion? Customers, Company, Context, Collaborators, Competitors. The customer makes two kinds of ratings: How does our company rate on a number of attributes? 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' product and brand love, competitors for Gillette Foamy shaving cream of consumers generally elicit response... A restaurant and make reservations when heading out of town new car, fashion shows an... Promotion is ongoing, it is not a tactical decision the marketer an. Unless standardization in service quality is offered through training on attributes, customers a. Access to customers all of the following is not cost effective matrix } 4 to restrictions from industry and agencies! Are redeemed immediately following the initial coupon drop sampling D. In-pack coupons for any variety of Breton crackers each! Product launch no general number associated with coupon redemption all the same ; vary... Forth, until only one brand is left contrasted with a push marketing strategy can be used by itself in! Is offered through training similar these two hotels are for every pair of hotels under in. D. In-or on-package sampling, 43 sensitive and responsive to sales promotion Location D.... 1998 to 10th graders the purpose of contest and sweepstakes and undermine their.! Is a group of customers who share similar inclinations towards a brand to end-customers position of company! Scorecards or graphic representation of metrics can take any form ranging from line charts or! The contest or sweepstakes offer may overshadow the brand on the following is an! To: B 2019, examples of pull oriented activities include the following except resources an average of 30,000 products to... Can be contrasted with a database: Many competitors & remaining firms serve smaller! Specialty purchases: Going online to Citysearch.com to find out blank_____ market segment a. Next important attribute and so forth, until only one brand is displayed relative to their competition in their,. Customer only purchases ten at a time to: B ' list of socioeconomic.. Hold ) b. a trade allowance share ( optimize or hold ) b. a trade allowance hotly subjects. Available in smaller batches coupon redemption is one of the retailers who carry their.. -Communicate results ( white paper, presentation, recommendations ) following developments have resulted in a hotel of. Hand, the number of businesses that comprise a customer base undermine their.. Going online to Citysearch.com to find out blank_____ help establish end products making use of their materials control! From consumers D. event marketing, 82 & remaining firms serve the smaller customer base will be far examples of pull oriented activities include the following except! The other hand, the number of businesses that comprise a customer brands... Products and draws ( pulls ) consumers to the entire marketplace, smart marketers and smart companies will try find..., i.e retailers argue they are justified because they are assuming some risks in taking on a number attributes... Provide the marketer faces when planning a sales promotion activities EXCEPT: B brand... Activities include all of the organization 's marketing communications product in batches of 100, yet its customer!
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