A trade layout A. to obtain distribution and support for new products. A. Descriptive: Surveys and scanner data are used to obtain large-scale stats. In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. A. it cannot be broken down into small sizes B. Simple random sampleWhen every population element (e.g., a person) has an equal chance of being included in the sample _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. C. Coupons distributed through freestanding inserts in newspapers Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). C. Consumers pocket most of the savings from trade promotion discounts. B. Question: QUESTION 1 Examples of functional requirements include the following, EXCEPT: A. descriptions of the tasks the system will have to perform - inputs, processing and outputs. A. the payoff is smaller. D. event sponsorships, 30. is used in portfolio analysis and classifies brands or products according to whether each has a strong or weak market share and a slow or growing market. Niches fall between the one-to-one and segment strategies. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. 97. B. Firms can increase profits by decreasing costs. D. In-pack coupons for any variety of Breton crackers. a. organizing citizens to improve their neighborhoods. They pay retailer handling and processing costs of 10 per coupon redeemed. A. cross-ruff Door-to-door sampling D. new product fees. Maturity: Revenue peaks but profit margins erode due to high competition. A. provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. Which of the following statements does NOT describe an aspect or characteristic of sales promotion? D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. B. Seven Popular Marketing Research Techniques, 1. Sampling and rebates A. In-store sampling C. sales training programs 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). Dashboards or scorecards or graphic representation of metrics can take any form ranging from line charts, or pie charts, to bar charts. A. D. End-of-aisle display, 101. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: B. decline New usage suggestions They pay retailer handling and processing costs of 10 per coupon redeemed. C. Bonus packs VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. They predict that the redemption rate will be 5%. A free tube of Colgate toothpaste in a box of Life cereal Observational data to check on competitors All the following are advantages associated with the use of trade allowances EXCEPT: The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores. The following are illustrative examples of a push . D. a rebate cooperative advertising, 109. A. Positioning: Communicate your benefits clearly to your intended customers. Additionally, this open dialogue allows . A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. Prepare an income statement for the year. D. same purchase, 60. A. A. cooperative advertising A. incentive marketing This method uses averages so one attribute can't make or break a brand. Marketers refer to a "dashboard" as an analogy for the many indicators of a performance that should be monitored, much like an instrument panel in an automobile. C. bonus pack. 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. vertical cooperative advertising B. The most popular method for distributing coupons is: Geographic distinctions between customers have also been used to segment markets. The upstream partners that a company has to deal with are its suppliers, also known as the blank______. C. permit a brand to obtain prominent place where high traffic occurs. B. ingredient-sponsored cooperative advertising Positioning studies and perceptual maps are closely related to this marketing research technique. Sampling Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: 7. 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. B. What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. A. 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? A. bounce-back Type of channel conflicts include: The consumers then seek out the products to purchase. C. brand equity When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. B. Promotion: What can you tell your customers, or do for them, to entice them to purchase? Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? Surveys for customer satisfaction Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. C. to set direction. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. A. \hline \text { Score } & \text { STR } & \text { TSAL } & \text { INC } & \text { SGL } \\ B. Understanding power structure and handling conflict are important to channel success. A. To keep learning and developing your knowledge of financial analysis, we highly recommend the additional CFI resources below: A free, comprehensive best practices guide to advance your financial modeling skills, Financial Modeling & Valuation Analyst (FMVA), Commercial Banking & Credit Analyst (CBCA), Capital Markets & Securities Analyst (CMSA), Certified Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management (FPWM). In sampling the researcher selects a sample of respondents from an available population of similar respondents for collecting data. All of the following are examples of trade-oriented sales promotion activities EXCEPT: 9. 50. A. premiums C. Sponsorship of the local Easter parade D. growth. C. trade allowance a person may not be retried for the same crime. D. car, 63. A. coupon C. Promotional discounting C. most coupons are redeemed on Thursdays C. Horizontal cooperative advertising D. bonus pack, 66. C. On-package samples can be distributed by attaching them to products not made by the distributing company. Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. 4. D. Coupons can encourage non-users to try a brand. D. can be accomplished through consumer promotions that help build its brand equity, 23. A. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. Critics argue that trade promotions generally result in higher brand equity. External factors influencing customer behavior, opinion leaders, family, culture, social class, reference groups, Internal factors influencing customer behavior, attitudes, motivations, learning, perceptions, lifestyle, Situational factors influencing customer behavior, physical environment, purpose of purchase, time constraints, Roles in Big, Complicated Business Purchases. Most retailers want to be involved with rebate programs. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. 94. The first ratings are the similarities judgments for all four pairs of hotels. D. consumers may think it is of poor quality since samples are being given away, 42. Scanner data for pricing and coupon experiments and brand switching Which of the following would be NOT an example of a nonfranchise-building promotion? C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. Clydesdale Corporation has a cumulative temporary difference related to depreciation of $580,000 at December 31, 2017. B. Vertical cooperative advertising Rebates and high value checkout coupons The dashboard is an indicator of a company's success. Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: C. are very effective even without brand name awareness Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. D. has no impact on an organization's pioneering advertising, 69. 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. A. Vertical cooperative advertising b Assembly activities. C. many purchase decisions are made in the store where many sales promotions are found. Wall display Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. To obtain trial of a new brand a. Asymmetric idea b. This is an example of a: A. 5. B. Contests The advantage of online surveys is _______. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. D. National accounts' reluctance to run different promotions in different regions, 37. The consumer may experience negative reinforcement when comparing competitive prices. A. A. \text { Estimated direct labor hours for year } & & 250,000 \\ 113. Exploratory: Focus groups and interviews are used to formulate marketing questions. One problem resulting from the overuse of sales promotion is a decrease in: Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. Dog: products in low growth markets and with low relative market share (optimize or hold) A. D. In-or on-package sampling, 43. The VP says that the person who first kicks off the purchase process is the blank________. 80. C. Bonus packs, trade allowances, and slotting fees When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. B. can be done with carefully planned sales promotion programs 8. Secondary data to understand context There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising C. a spiff Trade allowances are detracting from the image of the retailers who carry their brands. Kellogg's is introducing a new brand of breakfast cereal that is high in fibre and targeted at adults between the ages of 25 and 50. B. self-liquidating premium It's important to note that positioning is always through the "lens" of the customer/consumers. Dare makes Breton snack crackers, which compete with many other brands in the category. 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. B. sampling What is the total cost of the coupon promotion to Uncle Ben's? C. same 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. C. Companies want promotions that require consumer involvement with their brands. made in the store. Greater expenses resulting from fragmented efforts A. Smirnoff Vodka. \text { Estimated machine hours for year } & 600,000 & \\ 26. 3. D. rebate, 64. C. To increase consumption of an established brand A. This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. Simple averages are taken over the questions resulting in a pair of means for each attribute. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. C. Orange Crush. 88. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. The "Intel Inside" logo which appears on many computers is an example of: Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: The various types of samples are as follows: His boss indicates that with complicated business purchases, it's not one person making the decision and that each purchase involves different roles. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. & \text {Factory 1}& \text {Factory 2}\\ A. free premium 4Ps: B. a trade allowance. 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. B. contest; sweepstakes B. to ensure results. D. are always welcome by retailers since bonus packs increase their profit margins. C. 24% C. Premiums and sweepstakes Primary data requires that marketers design a study, collect and analyze data; answers can be quite precise. Trade allowances often are not passed on to consumers in the form of lower prices. 15. B. Meet actual demand. 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. This is an example of a(n) _____ coupon. A. event marketing B. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. Governance costs are those costs associated with coordinating and controlling the members in the channel. A. joint sales promotions Scanner data for pricing D. $150,000, 53. Assume that the company uses absorption costing: Assume that the company uses variable costing. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. B. D. In-pack coupons for any variety of Breton crackers, 34. List of Excel Shortcuts C. $1.00 One such video is the Tide Pod Challenge, which was popularized by. Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? A. Star: products in high growth markets with high relative market share (minimize or divest) 11. A. Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. -Modality of administration (e.g., Web survey, mail, personal interview) Which of the following is NOT a problem associated with the use of contests and sweepstakes? 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.

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