Marketing Final Exam

The response to replenishmints which type of trade

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Unformatted text preview: ally formulated for smokers and for people exposed to tobacco in their environment. You need to introduce the mints to supermarket managers and owners, attract and identify new store contacts, and test market the response to Replenishmints. Which type of trade promotion will help you reach your objectives in the most cost-effective way? a. Trade shows b. Trade allowances and direct incentives c. Push money d. Contests and sweepstakes e. Direct sampling and store demonstrations ANS: A Trade shows are uniquely effective in introducing new products. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Application 50. Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT: a. introduce new products b. create long-term relationships between manufacturers and customers c. enhance the corporate image d. test the market response to new products e. gather competitive information ANS: B Trade shows are not typically used to create any type of long-term relationships. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 51. _____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale. a. Trade promotion b. Sales promotion c. Public relations d. Personal selling e. Direct marketing ANS: D Personal selling is a purchase situation involving personal, paid-for communication between two people in an attempt to influence each other. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 52. All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT: a. Personal selling is less expensive on a per contact basis. b. Personal selling is better for providing customers with detailed demonstrations of products. c. It is easier to vary the message according to what the customer needs to know with personal selling. d. It is easier to direct the marketing effort to directly to qualified prospects with personal selling. e. Personal selling costs can be controlled by adjusting the size of the sales force. ANS: A Personal selling is more expensive than mass advertising or sales promotions when calculated on a per person contacted basis. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 53. Kinko’s has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko’s. Which promotional activity was most likely used to make this $5 million deal? a. Direct sales management b. Personal selling c. Public relations d. Sales promotion e. Research and development ANS: B Personal selling is direct communication between a sales representative and one or more prospective purchasers for the purpose of making a sale. PTS:...
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