Marketing Final Exam

Promotion c publicity d advertising e consumer sales

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Unformatted text preview: s promotion. PTS: 1 REF: 284 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 9. Coupons, premiums, contests, free samples, and frequent buyer programs are examples of: a. personal selling b. trade sales promotion c. publicity d. advertising e. consumer sales promotion ANS: E The use of coupons, premiums, contests, free samples, and frequent buyer programs are all tools for consumer sales promotion. PTS: 1 REF: 284-288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 10. All of the following are types of consumer sales promotions EXCEPT: a. coupons b. rebates c. premiums d. contests and sweepstakes e. push money ANS: E Push money is a form of trade sales promotion. PTS: 1 REF: 284-288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 11. Packaged-goods marketers such as Kellogg’s and Betty Crocker have increased their use of coupons recently due to: a. intense competition and the introduction of new products b. the growth of frequency programs c. push money from retailers d. P-O-P activities e. user incentives from retailers ANS: A Coupon distribution has been growing in recent years. PTS: 1 REF: 285 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 12. A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n): a. coupon b. premium c. push money d. entitlement e. allowance ANS: A This is the definition of a coupon. PTS: 1 REF: 285 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 13. Why are many marketers shortening the time in which a coupon can be redeemed? a. To track response rates b. To increase introductory sales c. To create a greater sense of urgency to redeem the coupon d. To respond to claims that coupons adversely affect consumer behavior e. To limit the use of on-pack coupons ANS: C Many marketers believe a shortened time frame will increase the redemption rate. PTS: 1 REF: 285 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 14. Kaye noticed that Bounce dryer sheets have a peel-off sticker worth $1.00 off that purchase. The peel-off stickers are: a. premiums b. trade discounts c. purchase allowances d. in-store coupons e. functional allowances ANS: D A coupon is a certificate that entitles consumers to an immediate price reduction when they buy the product. In-store coupons have become popular because they are more likely to influence customers’ buying decisions. PTS: 1 REF: 285 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 15. To encourage consumers to redeem coupons, marketers are doing all of the following EXCEPT: a. circulating more coupons b. c. d. e. shortening the time the coupon can be redeemed to create a feeling of urgency distributing single all-...
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