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| 1 | |
What does it mean when the text describes sales promotions as acceleration tools? |
| | A) | Sales promotions are designed to speed up the sales process. |
| | B) | The use of sales promotions results in the diffusion rate being twice as fast as it is without them. |
| | C) | Sales promotions quicken the distribution process. |
| | D) | Sales promotions increase the rate with which a product moves through its product life cycle. |
| | E) | Sales promotions enhance an organization's ability to recover research and development costs. |
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| 2 | |
The fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in: |
| | A) | the use of more out-of-home media |
| | B) | more disintermediation |
| | C) | less use of dual communications channels |
| | D) | the use of more sales promotions |
| | E) | less efficient IMC programs |
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| 3 | |
Worldspan, a travel company, has sponsored SEC, Big Ten, and Mountain West sports for years. The sponsorships make consumers aware of Worldspan and are an example of: |
| | A) | a nonfranchise building promotion |
| | B) | a consumer franchise building promotion |
| | C) | a high-involvement sales promotion |
| | D) | a sales promotion trap |
| | E) | interactive marketing |
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| 4 | |
Summit Plastic Company makes horticultural products for growing plants, including the frames, trays, and tables for the building of home greenhouses. To encourage sales, Summit offered its resellers a buying allowance on Summit products purchased during the fall season. This buying allowance is most likely an example of: |
| | A) | a nonfranchise building promotion |
| | B) | a consumer franchise building promotion |
| | C) | a forward diverting sales promotion |
| | D) | a sales promotion spiral |
| | E) | interactive marketing |
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| 5 | |
Worldspan, a travel company, has sponsored SEC, Big Ten, and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to: |
| | A) | defend the brand's customer base |
| | B) | obtain trial and repurchase |
| | C) | target specific markets |
| | D) | increase consumption of an established brand |
| | E) | create long-term brand equity |
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| 6 | |
Which of the following is the best example of a product that is suitable for sampling? |
| | A) | lawn furniture |
| | B) | leather briefcase |
| | C) | ceiling fan |
| | D) | cosmetic surgery |
| | E) | dry pet food |
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| 7 | |
SoBe had cans of its energizer drinks to give out to attendees at the National Skateboarding Championship Games. This would have been an example of _____ sampling. |
| | A) | on-package |
| | B) | interactive |
| | C) | Gen X |
| | D) | event |
| | E) | person-to-person |
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| 8 | |
Which of the following is an advantage associated with direct-mail couponing? |
| | A) | low costs relative to other distribution methods |
| | B) | geographic and/or demographic selectivity |
| | C) | the production quality of FSIs |
| | D) | a strong pass-along benefit |
| | E) | none of the above |
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| 9 | |
The toys found in Cracker Jacks boxes are a classic example of a(n): |
| | A) | comarketing effort |
| | B) | sample |
| | C) | free premium |
| | D) | rebate |
| | E) | self-liquidating premium |
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| 10 | |
Clear Channel radio stations ran a(n) _____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John's voice say, "Call now for your chance at $2 million." |
| | A) | contest; consumer promotion |
| | B) | sweepstakes; consumer promotion |
| | C) | sweepstakes; event marketing |
| | D) | contest; trade promotion |
| | E) | consumer promotion; event marketing |
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| 11 | |
Worldspan, a travel company, has sponsored SEC, Big Ten, and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. This would be an example of event sponsorship if: |
| | A) | it were part of an integrated marketing communications program |
| | B) | it were limited to one specific type of sport |
| | C) | it had more national appeal |
| | D) | the company were in the rejuvenation stage of its product life cycle |
| | E) | the company used opinion leadership |
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| 12 | |
Which of the following statements about how contests and incentives are used as trade promotions is true? |
| | A) | Cash payments made directly to a retailer's sales staff as inducement to sell a manufacturer's products is called pull money. |
| | B) | Another name for pull money is spiffs. |
| | C) | Retailers are very supportive of all types of contests and incentives for their salespeople. |
| | D) | Contests and incentives can be tied to product sales, new account placements, or merchandising efforts. |
| | E) | None of the above statements about how contests and incentives are used as trade promotions is true. |
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| 13 | |
Buying allowances are used because they are: |
| | A) | easy to implement |
| | B) | well-accepted by resellers |
| | C) | an effective way to encourage resellers to buy a manufacturer's products |
| | D) | a form of price reduction |
| | E) | accurately described by all of the above |
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| 14 | |
A few years ago Dannon introduced a yogurt-based drink, which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay ______ to cover the costs associated with stocking, maintaining inventories, and pulling the product off the shelves. |
| | A) | failure fees |
| | B) | slotting allowances |
| | C) | push monies |
| | D) | slotting fees |
| | E) | street monies |
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| 15 | |
The Cattlemen's Beef Board developed a logo that is the word BEEF and the silhouette of a cow's head in a circle; around the exterior of the circle is written the words MARK OF QUALITY. Its logo and the slogan: "Beef. It's what's for Dinner," appears on products such as Old El Paso seasoned taco meat bucket and Lloyd's barbecue. This is an example of: |
| | A) | vertical cooperative advertising |
| | B) | ingredient-sponsored cooperative advertising |
| | C) | horizontal cooperative advertising |
| | D) | support advertising |
| | E) | integrated cooperative advertising |
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