Marketing Final Exam

Cbe model promotion obj 18 1 top aacsb reflective msc

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Unformatted text preview: push strategy b. advocacy advertising c. comparative advertising d. e. cause marketing sales promotion ANS: E Sales promotion uses a short-term incentive is offered to induce the purchase of a particular good or service. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Application 3. AT&T offered customers who purchased a BlackBerry a $100 rebate if they signed up for a twoyear service contract. This is an example of: a. motivational selling b. a trade promotion c. a push strategy d. personal selling e. a sales promotion ANS: E Sales promotion is an activity in which a short-term incentive encourages the purchase of a particular good or service. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion 4. Sales promotion: a. b. c. d. e. OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Application is a publicity tool is only directed to the ultimate consumer market is more difficult to measure than advertising offers a short-term incentive to buy expenditures have been decreasing in recent years ANS: D Sales promotion is an activity in which a short-term incentive is offered to induce the purchase of a particular good or service. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion 5. What are the two types of sales promotion? a. b. c. d. e. OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Analysis Consumer and trade Informative and reminder Start-up and continual Adoptive and diffusive Personal and impersonal ANS: A Sales promotion is usually targeted toward two distinctly different markets: consumers and the trade. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 6. _____ sales promotions are targeted toward the ultimate end-user market. a. Facilitating b. Intermediary c. Pull d. Consumer e. Trade ANS: D Sales promotion is usually targeted toward two distinctly different markets: consumers and the trade. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 7. All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT: a. a store that is called The Container Store b. a kitchen department in a large discount store c. a wholesaler of plastic storage bins d. a Rubbermaid distributor e. a consumer who needs to organize her college dorm room ANS: E Trade promotions are directed to members of the marketing channel, such as wholesalers and retailers. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Application 8. The goal of sales promotion (regardless of what form it takes) is usually: a. immediate purchase b. return on investment c. cost control d. market share leadership e. economies of scale ANS: A Sales promotion usually has more effect on behavior than on attitudes, and immediate purchase is the goal of sales promotion, regardless of what form of sale...
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