Structured Query Language (known as SQL) is a programming language used to interact with a database. Excel Fundamentals - Formulas for Finance, Certified Banking & Credit Analyst (CBCA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Commercial Real Estate Finance Specialization, Environmental, Social & Governance Specialization, Financial Modeling and Valuation Analyst (FMVA), Business Intelligence & Data Analyst (BIDA), Financial Planning & Wealth Management Professional (FPWM), Able to establish direct contact with consumers and build consumer loyalty, Stronger bargaining power with retailers and distributors, Focuses on creating brand equity and product value, Consumers are actively seeking out the product, which removes much of the pressure of conducting outbound marketing, Can be used to test a products acceptance in the market and obtain consumer feedback on the product, Usually works effectively only when there is high brand loyalty, Lead time is long, as consumers are comparing alternatives before making a purchase, Requires creating a high demand for a product, which can be difficult in a highly competitive marketplace landscape, Requires strong marketing efforts to convince consumers to actively seek out the product (they may, instead, just decide to settle for whatever similar product a retailer has in stock, rather than insisting on getting your product). D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. D. aggregated, 107. C. Premiums They pay retailer handling and processing costs of 10 per coupon redeemed. B. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. b. reciprocity. Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. 44. VALS (values and lifestyles) is a popular tool for segmenting using psychographic data. A. C. sweepstakes; premiums Let's achieve broader social goals: Goals that go beyond marketing are human resource, finance, production and distribution manufacturing, and research and development. Which one of the following is NOT a stage in the Product Life Cycle? 1 According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them? A. Sales promotion programs are targeted only at consumers. Compensation is another key issue. If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. A. cross-ruff A customer compares brands by the most important attributes or dimensions. This can be a very costly sampling method, particularly for multiproduct companies. C. Consumers pocket most of the savings from trade promotion discounts. A. The contest or sweepstakes offer may overshadow the brand. C. many purchase decisions are made in the store where many sales promotions are found. B. C. most coupons are redeemed on Thursdays D. Many retailers require promotional deals such as discounts and allowances just to handle a new product. 94. Incentive marketing D. car, 63. 3. D. a joint trade promotion, 111. D. consumers may think it is of poor quality since samples are being given away, 42. D. promotional allowances, 93. Greater expenses resulting from fragmented efforts D. Event sponsorships. B. Diverting is a model that considers the channel member's production and governance costs, both of which are ideally minimized. B. nonfranchise-building promotion D. Discount trading, 99. Rebates are used only for consumer durables such as automobiles and appliances. The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. Scanner data for pricing and coupon experiments and brand switching Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. D. Bauer Hockey Skates. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. A. Contests There are several pull marketing methods available today, including: Social media networks Word of mouth Media coverage Sales promotions and discounts Advertising An effective premium is one that: User: every staff member who sends a job to that printer. A. Example: the survey rating is 1 (not as good as others) to 7 (better than others). An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. D. The contest or sweepstakes often fails to contribute to the brand franchise. 7. Targeted to specific geographic or demographic segments A. D. magazines, 55. To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology news website. C. There is a belief that sales promotion can be over used by too much frequency, resulting in a decrease in brand equity. B. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. Exploratory, Descriptive, Causal Prevention costs. _____ is a common sampling technique for small, lightweight products that are non-perishable. Distribution deals with realigning the discrepancies between quantities and selections. 4. 77. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. 3. C. premium -Try to answer questions with secondary data. Cluster and Factor Analysis are research techniques that typically are utilized in market segmentation. C. instant $55,000 Consider a linear regression model that relates school expenditures and family background to student performance in Massachusetts using 224 school districts. B. can be done with carefully planned sales promotion programs B. A. horizontal cooperative How has the view of sales promotions changed during the past decades? -Instruments (e.g., questionnaire, focus group moderator guide) B. is accomplished through short-term price-oriented promotions D. to differentiate a brand through image enhancement. C. brand equity building Premiums are not subject to restrictions from industry and government agencies. The increase of brand loyalty in many product categories Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. Forward buying Lower cost B. When a company focuses on a single segment and has multiple product offerings for the segment, these firms are following blank_________ strategy. Cash cow: products in low growth markets but with high relative market share (milk) B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Evaluation of strategic alternatives along specific decision criteria A. push money \text { Estimated machine hours for year } & 600,000 & \\ C. Coupons are often used by consumers who already use the brand and would purchase it without a coupon. A. A. Spiffs Network methods to identify opinion leaders in buzz marketing. Perceptual mapping for positioning The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Door-to-door sampling A. A. free premium Some firms have found that the response they get to their online sales promotions is better than response they get to traditional sales promotions. Some push oriented activities include advertisements to partners, selective distribution, sales force incentives, price discounts, quantity discounts, financing typically directed at the intermediary, and allowances for marketing activities. Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. C. maturity Price: Will customers pay what you would like to charge? \end{matrix} D. There is no general number associated with coupon redemption. B. to ensure results. Premiums d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? A. Price-off deals D. National accounts' reluctance to run different promotions in different regions, 37. 11. The retailer was engaged in: C. 24% Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. A. to create structures. C. in/on packs C. Contests and sweepstakes Firms can also increase profits by increasing revenue. Loyalty programs is a marketing strategy, which aims to differentiate a brand in relation to competing brands in order to gain market share. A. growth stage B. Gatekeeper: accountant who controls the budget. B. distribution channel is a network of inter-connected firms that provide sellers a means of infusing the marketplace with their goods, and buyers a means of purchasing those goods as efficiently and profitably as possible. B. D. High value coupons and sampling, 32. The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. What do they stand for? ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. D. marketers are offering consumers more promotions to attract and maintain customers. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. C. Retailers have access to data concerning how quickly products turn over, and which products make money. 1. D. handling costs. A. This is an example of a(n) _____ coupon. C. A rebate award 15% A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop B. 50. Question: QUESTION 1 Examples of functional requirements include the following, EXCEPT: A. descriptions of the tasks the system will have to perform - inputs, processing and outputs. Cluster analysis for segmentation Probability sampleImplies the probability of selecting any respondent from the population into the sample is known A. Coupons Niche markets are not different from segments; they are usually just smaller. Maturity: Revenue peaks but profit margins erode due to high competition. Firms typically review the issues on a regular basis. D. A price reduction of $5 on a pair of Lee jeans. 76. Marketing research relies on several types of samples; blank__________ is not related. D. bonus pack, 65. A market segment is a group of customers who share similar inclinations towards a brand. Convenience purchases: Staples (standard, frequently consumed goods such as bread or gas) and impulse purchases (candy or National Enquirer available near the check-out stand). Customers pull goods through the channel, while intermediaries push the goods to consumers from the manufacturer. It doesn't ask customers what's important in a hotel. C. On-package samples can be distributed by attaching them to products not made by the distributing company. D. bonus pack, 66. A. slotting fees Vertical conflict is among partners at different levels in the channel. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. C. Sweepstakes C. Redemption rates for mail-in premium offers are very high. Influencer: the IT person who knows Brand X is cheaper. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. D. growth. A. a slotting fee. Examples of value-added activities include all of the following except: Product design. 83. C. The increased emphasis on long term strategy and performance by most companies D. 55%, 102. D. Dyadic communication, 106. D. Rebates and refunds, 18. B. A. vertical cooperative advertising B. 5. Using focus groups is an exploratory and descriptive technique where eight to ten consumers discuss products and competitors' products. A portion of the data is shown in the accompanying table. Conjoint Analysis for testing attributes B. Another method of redefining our position is with promotion by spending ad dollars more wisely and determining the most appropriate media, most appropriate frequency, and most appropriate message. A. bounce-back This discount will be deducted straight from the bill. A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products and draw (pull) consumers to the product. D. new product fees. D. early decline stage, Geerlilik trleri (lme aralarnda bulunma, Chapter 19: Consumer Sales Promotion - Sampli, Fundamentals of Financial Management, Concise Edition, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. 96. A. forward buying 95. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? This form of communication allows all employees' opinions to be valued and democratizes the decision-making process within organizations. B. Fewer clusters means greater heterogeneity within a cluster. \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ The role of the planning function in the management process is. 51. 2. Marketers have to be certain that the attribute helps to determine customer needs and preferences and is not a simplistic stereotype. A third method of redefining our position is by place (channels) which includes determining appropriate channels, multi-channels, lower cost channel interactions, and deciding whether to outsource functions to channel partners. takes a different approach. Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. B. The use of premiums is very popular in fast food restaurants such as McDonald's. A. off-invoice allowance A week into implementing these marketing activities, Colins phone starts ringing, as retailers and distributors inquire about stocking the product at their stores. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} Which of the following promotions is targeted toward the trade rather than consumers? C. build an Eastern Canadian brand identity and image Couponing Marketing channels assume financial risks such as international exchange rates and inventory obsolescence; and provide marketing communications (e.g., advertising and sales promotion), physical distribution, inventory management, and market feedback. C. Bonus packs, trade allowances, and slotting fees Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. A. consumers tend to be loyal to their favourite brands. -Modality of administration (e.g., Web survey, mail, personal interview) 20. B. cross-ruff If a brand is strong on one attribute and average on another, it will still dominate a brand that was just average on all its attributes. Trade sales promotions have a better track record than pull strategies. D. $150,000, 53. B. A. Consumer-oriented sales promotions are part of a promotional ______ strategy. C. Sampling through the mail D) Ensure that the audit firm is independent. C. Indirect advertising Examples of leadership activities that support conceptual. Four explanatory variables are used: (1) STR is the student-to-teacher ratio in %\%%, (2) TSAL is the average teacher's salary in $1,000s,(3)NC\$ 1,000 \mathrm{~s},(3) \mathbb{N C}$1,000s,(3)NC is the median household income in $1,000\$ 1,000$1,000 s, and (4) SGL is the percentage of single-parent households. to a company attempting to a This can be contrasted with a pull strategy that aims to generate demand by promoting a brand to end-customers. The redemption rate for refunds is lower than that for coupons because: 36. D. Event marketing, 105. Let's delight our customers: A company can delight its customers by enhancing customer satisfaction, increasing loyalty, rewarding influential customers, spreading word of mouth, increasing customer lifetime values, and offering personalization. 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