Marketing Final Exam

Bargain hunters who consistently buy the lowest

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Unformatted text preview: Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 27. Unlike other sales promotion activities, the objective of a loyalty marketing program is to: a. encourage brand switching b. appeal to bargain hunters who consistently buy the lowest-priced brand c. take away customers from the competition d. e. build long-term, mutually beneficial relationships between a company and its key customers modify customers’ attitudes toward a product ANS: D Sales promotions are more efficient at changing behavior than attitudes. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 28. Co-branded credit cards are used in conjunction with: a. self-perpetuating premiums b. loyalty marketing programs c. trade consumer promotions d. consumer discount programs e. functional consumer discounts ANS: B Co-branded credit cards are an increasingly popular loyalty marketing tool. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 29. By visiting the Priceless.com site, MasterCard users can register for a chance to win an allexpense-paid trip for two to New York to see two Broadway plays. This prize package will be awarded through a(n) _____ since there is no skill involved. a. contest b. P-O-P promotion c. sweepstakes d. loyalty incentive plan e. event sponsorship ANS: C Sweepstakes depends on chance or luck, and participation is free. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 30. The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. This is an example of a: a. contest b. sales promotion game c. sweepstakes d. push money deal e. P-O-P (participant of Pillsbury) ANS: A Contests are promotions in which participants use some skill or ability to compete for prizes. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 31. Seagram’s Coolers has asked bartenders in New York City to submit cocktail recipes to its Web site. From these entries, the winning recipe will be selected. The winner of this _____ gets to take a friend on a five-night trip to Tahiti. a. contest b. push money deal c. sampling d. relationship game e. sweepstakes ANS: A Contests are promotions in which participants use some skill or ability to compete for prizes. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 32. Which of the following statements about contests and sweepstakes is true? a. Contests depend on luck, and participation is free. b. Contests are generally effective tools for creating long-term relationships with customers. c. Sweepstakes are promotions that require participants to exhibit some skill. d. Swee...
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This document was uploaded on 09/29/2013.

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