Marketing Final Exam

D point of purchase promotions are most effective for

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Unformatted text preview: TOP: AACSB Reflective high-involvement products purchases that require extensive decision making complex products that require technical knowledge to operate impulse buys expensive products like perfume and jewelry ANS: D Point-of-purchase promotions are most effective for impulse items. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 39. One of the major advantages to using point-of-purchase promotion is: a. its low costs b. its ability to create long-term relationships with customers c. the fact that it has a captive audience d. its ability to create long-term relationships with intermediaries e. the low monetary requirements ANS: C Some examples of this consumer promotion are very expensive, and like most sales promotions, it is not designed to create a long-term relationship. Point-of-purchase displays can be expensive. See examples in text. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 40. Which of the following statements about online sales promotions is true? a. Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts. b. One of the few types of sales promotion that cannot be used online is sampling. c. Online coupons have lower redemption rates than off-line coupons. d. Loyalty marketing programs are ineffective when used at Web sites to encourage traffic. e. There is no way for a marketer to build longterm, mutually beneficial relationships with customers online. ANS: A Customer loyalty programs are very effective on Internet sites to build customer loyalty. Sampling is a sales promotion option that can be effectively used by Internet businesses. Online coupons have a higher redemption rate than off-line coupons. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 41. Trade sales promotions support a _____ strategy. a. b. c. d. e. push hierarchical disintermediation discontinuous innovation pull ANS: A Trade promotions push a product through the distribution channel. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 42. Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses: a. functional marketing b. relationship selling c. consumer promotions d. startup marketing e. trade promotions ANS: E Trade promotions push a product through the distribution channel, which includes retailers and wholesalers. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Application 43. All of the following are examples of trade sales promotions EXCEPT: a. push money b. store demonstrations c. premiums and coupons d. free merchandise e. trad...
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