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MKT 307 Spring 2010 Midterm1

MKT 307 Spring 2010 Midterm1 - MKT 307 Spring 2010 Midterm...

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MKT 307 Spring 2010 Midterm Due February 18, 2010 at 6:50 PM Hand in Hard Copy in Class Instructor: Jeff Pallin Golden Gate University Student Name________________________________ This midterm is due at the beginning of class on February 18, 2010. Please submit a hard copy, stapled. Section 1: True/False (Underline or Circle your answer) 2 points each 1. The cost of insertion or attachment for In-pack or On-pack sampling is an important factor to consider in the preparation or execution of a sampling program. T F 2. Forward Buying is a form of sales promotion that guarantees stock will be available when the consumer shows up to take advantage of the purchase opportunity. T F 3. A Near-pack can be used to generate store traffic. T F 4. To calculate the total cost of a refund, the marketer must include postage and handling. T F 5. To measure the success of a premium offer, the marketer can look at the number of orders filled. T F 6. To get competitive loyal users to switch brands, a larger value coupon often must be offered, T F 7. Sweepstakes and contests are a fun way for a company to reward its most loyal customers. Trying to design them to achieve a specific marketing goal will never produce successful results. T F 8. An effective way to boost sales in a given geographical area is to offer certain retailers a discount but withhold it from others. T F 9. When a company offers a coupon, it must include the number of people expected to redeem the coupon in its estimate of the total cost. This can be done with considerable accuracy. T F 10. A Through-the-Mail premium can effectively target a specific group of customers, trying to persuade them to try or purchase a product on a more regular basis. T F
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Section 2: Multiple Choice (Underline or Circle your answer) 2 points each 11. Sales promotions represent 51% of a marketer’s budget in 1995. A reason for this is: a. Retailers like rebates b. Consumers need an incentive or they won’t buy. c. Advertising doesn’t work anymore. d. Sales promotions produce results. e. Everyone like coupons.
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