Archive for October 2017

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

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Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as



A. trade-oriented sales promotions.
B. consumer-oriented promotions.
C. reseller-oriented promotions.
D. wholesaler-oriented promotions.
E. retailer-oriented promotions.




Answer: A

Trade promotions refer to

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Trade promotions refer to



A. promotions where charitable contributions of a firm are tied directly to the customer revenues produced . through the promotion of one of its products.
B. methods used to get a nonpersonal, indirectly paid presentation of a company products.
C. advertisements that show actual consumers using the product in a barter or countertrade situation.
D. sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E. sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.




Answer: D

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors include: (1) allowances and discounts, (2) , and (3) training of distributor's salesforce.

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Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors include: (1) allowances and discounts, (2) , and (3) training of distributor's salesforce.



A. reminder advertising
B. cooperative advertising
C. pioneering advertising
D. competitive advertising
E. comparative advertising




Answer: B

7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons, such as Buzz Cola and Krusty-O's cereal. This form of promotion is referred to as .

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7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons, such as Buzz Cola and Krusty-O's cereal. This form of promotion is referred to as .




A. a product placement
B. product continuity
C. a reverse product placement
D. trade-oriented sales promotion
E. subliminal advertising




Answer: C

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of.

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In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of.



A. product placement
B. product continuity
C. a deal
D. subliminal advertising
E. reverse product placement




Answer: A

Product placement refers to

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Product placement refers to






A the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
B. the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C. the placement of a brand-name product on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D. the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.
E. a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.




Answer: A

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as .

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The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as .




A. co-branding
B. subliminal tie-in
C. product placement
D. partnership promotion
E. product parallelism


Answer: C

For marketers, the primary objective of a point-of-purchase display is to

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For marketers, the primary objective of a point-of-purchase display is to



A. eliminate the need for any special pricing promotion.
B. retaliate against competitors' actions.
C. encourage present customers to buy more; minimize brand-switching behavior.
D. build business inventory.
E. increase product trial and provide in-store support for other promotions display.




Answer: E

A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as .

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A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as .



A. a sample
B. a freestanding insert
C. a point-of-purchase display
D. a premium
E. a deal




Answer: C

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

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A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?




A. a trading stamp program that allows buyers to earn free food after making ten purchases
B. a two-for-the-price-of-one deal that is only offered on New Year's Eve
C. a coupon for a free soft drink with a Gyro purchase
D. a game with food prizes
E. free Extra Juicy Gyro samples at local fairs and concerts


Answer: A

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

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A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as




A. a merchandise deal.
B. product enhancement.
C. a loyalty program.
D. retail positioning.
E. experiential decoding.




Answer: C

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it MOST LIKELY employ?

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Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it MOST LIKELY employ?


A. Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B. Provide a premium to build customer goodwill by receiving reduced price merchandise.
C. Create a sign with the simple preparation steps for display on grocers' freezer doors where the product is shelved.
D. Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E. Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bitesized portions of the snack to shoppers.





Answer: E

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

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When Allyn went to get his newspaper, he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?



A. a sample
B. a deal
C. a premium
D. a point-of-purchase display
E. a introductory offer



Answer: A

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. In this example, Taco Bell used a sales promotion technique called

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Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. In this example, Taco Bell used a sales promotion technique called




A. a self-liquidating premium.
B. a special deal.
C. a rebate.
D. sampling.
E. product placement.



Answer: D

Sampling is an appropriate strategy for which type of products?

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Sampling is an appropriate strategy for which type of products? 



A. products that are classified as shopping goods
B. new products
C. commodity products like salt, sugar, and baking soda
D. products that are perishable
E. products that are classified as specialty goods





Answer: B

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a to measure the effectiveness of its ads.

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Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a to measure the effectiveness of its ads.



A. sweepstakes
B. lottery
C. contest
D. premium
E. deal



Answer: A

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a to measure the effectiveness of its ads.

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The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a to measure the effectiveness of its ads.



A. lottery
B. contest
C. premium
D. sweepstakes
E. deal



Answer: D

For marketers, the primary objective of a sweepstakes is to

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For marketers, the primary objective of a sweepstakes is to



A. generate store traffic.
B. retaliate against competitors' actions.
C. encourage present customers to buy more and minimize brand-switching behavior.
D. build goodwill.
E. encourage retailer support.




Answer: C

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

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Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as




A. premiums.
B. rebates.
C. deals.
D. contests.
E. sweepstakes.



Answer: E

A ular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it into the show and theirs is chosen, they win a prize. This is an example of a.

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A ular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it into the show and theirs is chosen, they win a prize. This is an example of a. 




A. premium
B. sweepstakes
C. deal
D. contest
E. trade promotion


Answer: D

"Inspired by Threads—A Fashion Challenge" is a run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. Readers are encouraged to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

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"Inspired by Threads—A Fashion Challenge" is a run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. Readers are encouraged to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.


A. premium
B. sweepstakes
C. contest
D. deal
E. end-run sample




Answer: C

During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from publicity surrounding the event and the great recipes that it can use later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. This is an example of a very successful .

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During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from publicity surrounding the event and the great recipes that it can use later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. This is an example of a very successful .



A. challenge
B. contest
C. sweepstakes
D. competition
E. public relations campaign



Answer: B

For marketers, the primary objective of a contest is to

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For marketers, the primary objective of a contest is to



A. demonstrate product use.
B. retaliate against competitors' actions.
C. encourage present customers to buy more and minimize brand-switching behavior.
D. encourage new product trial.
E. increase consumer purchases and build business inventory.



Answer: E

During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca- Cola offers a buy one, get one free promotion to make Pepsi's new product introduction more difficult. Which type of sales promotion is Coca-Cola using?

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During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca- Cola offers a buy one, get one free promotion to make Pepsi's new product introduction more difficult. Which type of sales promotion is Coca-Cola using?



A. a deal
B. a contest
C. a premium
D. a rebate
E. a sample



Answer: A

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

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The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?




A. a contest
B. a premium
C. a deal
D. a rebate
E. a sample



Answer: C

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a to stimulate demand for its lima beans.

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A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a to stimulate demand for its lima beans.




A. coupon
B. rebate
C. sample
D. deal
E. premium


Answer: A

All of the following statements are true about coupons EXCEPT:

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All of the following statements are true about coupons EXCEPT:




A. consumers delay product purchases as they wait for coupons.
B.studies suggest that market share decreases slightly during the period immediately before coupons are distributed.
C. Groupon, LivingSocial, and other daily couponing services is expected to explode by 2015.
D. online coupons are growing but only account for a small percentage of total coupon redemptions.
E. most are distributed as freestanding inserts in newspapers.



Answer: B

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of .

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When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of .



A. advertising
B. publicity
C. sales promotions
D. personal selling
E. direct marketing



Answer: C

Consumer-oriented sales promotions refer to

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Consumer-oriented sales promotions refer to




A. sales tools used to support a company's advertising and personal selling directed to ultimate consumers.
B. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C. methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D. advertisements that show actual consumers using the product.
E.sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.



Answer: A

Post Tests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

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Post Tests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of



A. aided recall.
B. unaided recall.
C. attitude tests.
D. sales tests.
E. inquiry tests.




Answer: D

Which of the following statements about sales tests is MOST accurate?

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Which of the following statements about sales tests is MOST accurate?




A. With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
B. With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
C. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
D. In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E. In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.



Answer: C

Which of the following statements about inquiry tests is MOST accurate?

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Which of the following statements about inquiry tests is MOST accurate?




A. With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B. With inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
C. Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D. In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.



Answer: B
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