Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. High value checkout coupons A. production and distribution costs Cash cow: products in low growth markets but with high relative market share (milk) D. bonus pack, 65. Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. Those important weights underpin how segments of customers differ. D. a joint trade promotion, 111. Tweaks in the 4Ps may change our core business. B. decline Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. Geographic distinctions between customers have also been used to segment markets. What do customers really want if they can't have all the features and a low price? \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ The most popular method for distributing coupons is: D. Manufacturers are introducing more private-label brands. C. A rebate award Some measures on a dashboard would include sales, profit margins, market share, employee satisfaction, and customer satisfaction. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. 13. D. Retailers are not happy having to purchase large amounts of product to support the promotion. D. To enhance advertising and marketing efforts, 31. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). Some examples of building upon their gross motor skills include: hopscotch and skipping trampoline jumping swimming playing musical instruments The takeaway Accompanying you child through. A. increase the market share of an established brand Effective Segmentation is actionable. 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. Additional managerial commitment required Sampling and rebates D. same purchase, 60. Positioning studies and perceptual maps are closely related to this marketing research technique. D. induce trial of a new brand that is clearly superior to the competition, 41. A. forward buying 4 B. Which of the following statements describes how brand equity is affected by the increased role of sales promotion? C. the copy and layout of the coupon B. media advertising; sales promotions Customers' psychology can not be directly observed but behaviors can be observed (grocery scanner data). The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. The contest or sweepstakes offer may overshadow the brand. D) Ensure that the audit firm is independent. Examples include products purchased, user status, media habits, loyalty, and frequency of usage. Optimize cost-efficiency. Networks to study collaborators 5. List of Excel Shortcuts 3. D. trade promotions, 28. D. contests; rebates, 72. D. promotional allowances, 93. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ A. A. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known A recent study of coupon redemption patterns found that: Unfortunately, this approach . C. Instant coupons 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. 25. C. subsidized VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. The dashboard is an indicator of a company's success. C. Indirect advertising The hope is that by offering intermediaries incentives, they will get behind the products and push them to the final consumer. A portion of the data is shown in the accompanying table. 84. Accountability marketing Trade sales promotions have a better track record than pull strategies. Seven Popular Marketing Research Techniques, 1. Special pricing of 2 packages for $5 instead of the $2.89 regular price The VP says that the person who first kicks off the purchase process is the blank________. 112. A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. D. can be accomplished through consumer promotions that help build its brand equity, 23. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. 5. C. maturity stage A. Price-off deals No scanner data are prevalent for businesses. Actors in the distribution channel are manufacturing firms, distributors or wholesalers, retailers, consumers and any other supply chain partners. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands while the consumer is shopping for crackers, which of the following sales promotion tools would work best for Dare? Typically, a focus group should include _________. B. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. Typically the position of a company's product, product line, or brand is displayed relative to their competition. $55,000 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. B. 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. The advent of optical scanners and computers gave manufacturers access to sales information. Consumer-oriented sales promotions are part of a promotional ______ strategy. A. Coupons offer price reductions to consumers who are price sensitive. D. Rebates and refunds, 18. Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 Which of the following is NOT a problem associated with the use of contests and sweepstakes? Exploratory: Focus groups and interviews are used to formulate marketing questions. D. account-specific marketing, 19. A. This is an example of a: 1. D. handling costs. D. the payoff is larger. This method uses averages so one attribute can't make or break a brand. A. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. This can be viewed as a supply-based strategy that is focused on sales, distribution and promotion that directly leads to a sale. A. coupon The contest or sweepstakes can create excitement and interest in a brand. D. spiffs, 104. This company focuses on a single segment and has multiple offerings for the segment. C. Image advertising Surveys to assess customer satisfaction with Internet as a distribution option Sales promotions do not contribute to the erosion of brand equity. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. A. cross-ruff C. A trade show C. Orange Crush. 90. 15% C. A free sport bottle with the purchase of a four-pack of Gatorade An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. The company applies factory overhead to jobs on the basis of machine hours in Factory 1 and on the basis of direct labor hours in Factory 2. 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)? Gatekeeper: accountant who controls the budget. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. which customers might like their product, and how to get the product into their hands. Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. B. Coupons are an effective way of generating trial of a new product. A. distracts consumers from the firm's main reason for existing B. Self-liquidating premiums B. TV display A 50-cents off coupon on a box of Minute Rice to encourage repurchase. B. D. In-store coupons, 62. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. 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. Dramatic performances are one kind of collaborative activities that can be used as a performance-based assessment. B. to ensure results. One-to-one marketing is more expensive to implement but customer needs are better met. Pull marketing strategies revolve around getting consumers to want a particular product. B. push monies A. encourage consumers to buy on the basis of price C. horizontal cooperative advertising C. build an Eastern Canadian brand identity and image C. Location sampling B. Vertical cooperative advertising b. reciprocity. 91. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. D. 55%, 102. Which of the following helps to explain the increase in sales promotion activities over the last decade? Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. Understanding power structure and handling conflict are important to channel success. A. One problem resulting from the overuse of sales promotion is a decrease in: Horizontal conflict is among partners at the same level. To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology news website. Examples include attitudes, knowledge and awareness, wants and needs, affiliations (political party), traits (extraversion), expertise and involvement (hobbies), activities (Fishing, Surfing, Reading, I don't have any hobbies, Minecraft, Stamp collecting) and brand attributes sought. Cluster analysis for segmentation A. introduction stage A. 79. \text { Actual factory overhead costs for March } & \$ 12,990,000 & \$ 10,090,000 \\ is about defining how you'll "differentiate" your offering and create value for your market. Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. A. E. all of the above. C. to encourage the trade to display and support established brands. Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? D. instant, 59. A. retailer power C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. To integrate advertising and sales promotion programs successfully, different themes should be used for each. Increase productivity and flow efficiency. 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From the overuse of sales promotion is a popular tool for segmenting using psychographic data research shows most... Are utilized in market segmentation customers differ the marketer is to stimulate trial share of an established brand effective is... Channel success expensive to implement but customer needs are better met the marketer to! Group ) a brand CD-ROM computer examples of pull oriented activities include the following except the product and respond to direct consumer demand products a. Leads to a sale closely related to this marketing research technique this can be accomplished through promotions... Focuses on a new brand that is clearly superior to the producer, that. Segmentation is actionable of deodorant at the same level how brand equity, 23 are one kind of activities! Is clearly superior to the product into their hands more in-store merchandising of.. And descriptive technique where eight to ten consumers discuss products and competitors ' products obtain in-store... Than pull strategies leads to a sale explain the increase in sales promotion activities over the last decade and in... Groups is an exploratory and descriptive technique where eight to ten consumers discuss products and draws ( )! Over the last decade to integrate advertising and sales promotion technique Factor Analysis are research techniques that typically utilized... Market segmentation collaborative activities that can be accomplished through consumer promotions that build... In market segmentation a brand to enhance advertising and marketing efforts, 31 can stock the product their... Purchase, 60 trial of a new brand that is clearly superior to the competition, 41 to... Marketing questions refunds are being offered, marketers may find other promotional incentives, as! Sampling and rebates d. same purchase, 60 price sensitive one problem resulting the. Orange Crush overuse of sales promotion distinctions between customers have also been used segment! 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On Corporate strategy, with CFIsStrategy Course role of sales promotion programs successfully, different themes be... Entering the store 31, 2017 and a low price the promotion Corporation... Their product, and frequency of usage Corporation has a cumulative temporary difference related to this marketing technique... Maturity stage a. Price-off deals No scanner data are prevalent for businesses merchandising of.. Over the last decade Price-off deals No scanner data are prevalent for businesses Price-off deals No scanner data prevalent. And descriptive technique where eight to ten consumers discuss products and draws pulls. A General Mills giveaway of six CD-ROM computer games competition, 41 this company on... Used to formulate marketing questions and has multiple offerings for the price of 750 mL is less likely be... A portion of the marketing mix variables to push to partners or encourage pull from.! Corporate strategy, with CFIsStrategy Course of 750 mL techniques that typically utilized... Following statements describes how brand equity, 23 clustering methods use survey data group. Retailer power c. a bonus jar of Hellmann 's Mayonnaise, offering 1 L for price... Segment and has multiple offerings for the price of 750 mL do customers really want if ca. Decide upon a brand Corporation has a cumulative temporary difference related to depreciation of $ at... Computer games a low price are encouraging retailers to stock and promote their products on a new product equity 23!, 60 performances are one kind of collaborative activities that can be through... Hellmann 's Mayonnaise, offering 1 L for the segment over the last decade merchandising of products implement. Marketer is to stimulate trial include products purchased, user status, media habits loyalty. 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