Marketing Final Exam

18 6 top aacsb reflective msc blooms comprehension

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Unformatted text preview: ctions d. approaching the customer and probing needs e. designing and proposing solutions ANS: C See Exhibit 18.4. PTS: 1 REF: 297 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension Digital Cookware Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs. The skillet has a display on its handle that beeps to alert the cook when the pan’s target temperature is reached. The skillet, with the aid of an accompanying cookbook, will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and has been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion. 94. Refer to Digital Cookware. Why might rebates be a really good sales promotion for Digital Cookware to use? a. They are useful in building long-term relationships with customers. b. They can create a great amount of publicity. c. They create mutually beneficial relationships between the manufacturer and its customers. d. They are good at enticing purchases, but most rebates are not redeemed. e. They can be piggybacked with similar products. ANS: D Building long-term relationships describes a loyalty marketing program. Sweepstakes and contests generate publicity. Piggybacked is a term used with sampling. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 95. Refer to Digital Cookware. The company’s first task is to define its exact sales promotion objective. If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition, it should: a. use on-pack coupons b. run a cooking contest that has contestants enter recipes that use the new skillet c. use price-off packages d. use bonus packs e. institute a loyalty marketing program ANS: B See Exhibit 18.1. PTS: 1 REF: 284 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Application 96. Refer to Digital Cookware. Digital Cookware is offering retailers a price reduction for allocating space for special displays its products. This type of trade sales promotion is called: a. push money b. a trade allowance c. an event sponsorship d. a store demonstration e. a trade show ANS: B Trade allowance is a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Application 97. Refer to Digital Cookware. If Digital Cookware offered the sales associates at a chain of cooking stores a bonu...
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This document was uploaded on 09/29/2013.

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