Marketing Final Exam

On chance neither contests nor sweepstakes can be

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Unformatted text preview: pstakes usually draw about ten times more participants than contests. e. Contests and sweepstakes are not useful for creating interest and publicity. ANS: D Contests require participants to have some skill. Sweepstakes are based on chance. Neither contests nor sweepstakes can be used if the marketer’s objective is to create a long-term relationship with its customers, though they may generate short-term interest. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 33. Which sales promotion tool allows the consumer the opportunity to try a product or service for free? a. Coupons b. Rebates c. Sampling d. e. Sweepstakes Allowances ANS: C Sampling enables customers to try a product risk-free. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 34. Pirates of the Caribbean Online is Disney’s multiplayer game based on the Pirates of the Caribbean movie franchise. For $9.99 per month, the online game lets players sink ships, hunt for buried treasure, and go on various pirate-oriented quests. Disney also offers a limited version of the game for free in the hope that those who like the game will decide to pay for the complete version. Disney is utilizing which sales promotion tool? a. Sponsorship b. Sampling c. Trade promotions d. In-pack couponing e. Premiums ANS: B Sampling allows the consumer to try a product risk-free. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 35. The Men’s Health Center offers free blood pressure tests, cholesterol screening tests, and prostate exams one day each year. These free health tests are an example of a: a. premium b. free sample c. service commission d. sponsorship e. point-of-purchase promotion ANS: B Services can be sampled as easily as products. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 36. _____ are promotional exhibits set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers. a. Point-of-purchase displays b. Trade shows c. Indirect demonstrations d. Direct demonstrations e. Freestanding kiosks ANS: A Point-of-purchase promotion includes any promotional display set up at the retailer’s location to perform these functions. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 37. All of the following are examples of point-of-purchase promotions EXCEPT: a. television monitors at supermarket checkouts b. shelf talkers c. newspaper inserts d. shelf extenders e. end-aisle and floor-stand displays ANS: C Point-of-purchase promotion includes any promotional display set up at the retailer’s location. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 MSC: BLOOMS Analysis 38. Point-of-purchase promotions work best for: a. b. c. d. e....
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This document was uploaded on 09/29/2013.

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