Consumers who send it 10 upc symbols as proof of

Info icon This preview shows pages 10–13. Sign up to view the full content.

View Full Document Right Arrow Icon
22. Consumers who send it 10 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 because the consumer has purchased another product. PTS: 1 REF: 281 OBJ: 18-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 23. Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service? PTS: 1 REF: 280-281 OBJ: 18-2 TYPE: Def
Image of page 10

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
TOP: AACSB Reflective Thinking | TB&E Model Promotion 24. One of the best methods for creating and rewarding brand loyalty among consumers who might other- wise switch to competing brands is a: PTS: 1 REF: 281 OBJ: 18-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 25. The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed cof- fee, free beverages with whole bean purchases, beverage customization, and free Wi-Fi computer ac- cess. The program is an example of a: PTS: 1 REF: 281 OBJ: 18-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 26. Whenever Jeff buys a box lunch at Heavenly Ham, he gets a stamp on his “Lunch Bunch” card. When he has 10 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: 281 OBJ: 18-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 27. Unlike other sales promotion activities, the objective of a loyalty marketing program is to:
Image of page 11
PTS: 1 REF: 281 OBJ: 18-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
Image of page 12

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 13
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern