Marketing Final Exam

Total fitness guide the fitness guide is an example

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Unformatted text preview: ome proof of purchase of the promoted product. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 21. New subscribers to Men’s Health magazine receive a free copy of Men’s Health Total Fitness Guide. The Fitness Guide is an example of a(n): a. b. c. d. e. contest premium trade sample product placement loyalty incentive ANS: B A premium is an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 22. Consumers who send in ten UPC symbols as proof of purchase of Chip Ahoy cookies will receive a children’s classic DVD. The DVD is an example of a: a. loyalty incentive b. trade sample c. premium d. trade product e. product placement ANS: C A premium is an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 23. Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service? a. A frequent buyer program b. An 80/20 program c. A net worth program d. A premium program e. A continuity program ANS: A These are also called loyalty marketing programs. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 24. One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a: a. directed coupon mailing b. sweepstakes c. d. e. loyalty marketing program trade sales promotions sampling program ANS: C Loyalty marketing or frequent buyer programs induce brand loyalty by rewarding customers for multiple purchases. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 25. The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee, free beverages with whole bean purchases, beverage customization, and free Wi-Fi computer access. The program is an example of a: a. directed coupon mailing b. sweepstakes c. loyalty marketing program d. trade sales promotion e. sampling program ANS: C Loyalty marketing or frequent buyer programs induce brand loyalty by rewarding customers for multiple purchases. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 26. Whenever Jeff buys a box lunch at Heavenly Ham, he gets a stamp on his “Lunch Bunch” card. When he has ten stamps, he can exchange the card for a free box lunch. This is an example of a(n): a. self-liquidating premium b. frequent buyer program c. loyalty incentive d. in-store rebate e. consumer allowance ANS: B A frequent buyer program rewards loyal customers for multiple purchases. PTS: 1 REF: 286...
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This document was uploaded on 09/29/2013.

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