Question 1

In recent years, marketers have reduced the use of freestanding inserts for the distribution of samples because of ineffectiveness.

Accepted Answer

A) True 
 B)False

Question 2

Scanner-delivered coupons encourage:

Accepted Answer

A)   brand switching.
B)   repeat purchases.
C)   trial purchases.
D)   brand loyalty.E) A) and D)
F) C) and D)

Question 3

Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brands.

Accepted Answer

A) True 
 B)False

Question 4

An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Accepted Answer

A) True 
 B)False

Question 5

Consumers must pay a small amount of money for a(n)  ________ premium.

Accepted Answer

A)   in- or on-package
B)   cross-ruffing
C)   store
D)   self-liquidatingE) A) and B)
F) None of the above

Question 6

A pharmaceutical company giving free samples of medicine to a physician is ________ sampling.

Accepted Answer

A)   direct
B)   professional
C)   selective
D)   mediaE) A) and D)
F) C) and D)

Question 7

The primary disadvantage to a retailer in using diversion is:

Accepted Answer

A)   additional shipping costs.
B)   additional carrying costs.
C)   exit fees.
D)   slotting fees.E) A) and B)
F) None of the above

Question 8

At a trade show, manufacturers should not pursue which type of buyer group because they are not interested in buying and would take up too much of the vendor's time?

Accepted Answer

A)   Solution seekers
B)   Buying teams
C)   Education seekers
D)   Reinforcement seekersE) None of the above
F) A) and B)

Question 9

When the price of a product is reduced through a trade allowance, it is referred to as being:

Accepted Answer

A)   on-deal.
B)   off-deal.
C)   a side deal.
D)   a slotting fee.E) None of the above
F) A) and B)

Question 10

One of the disadvantages of trade allowances is that nearly half of the time retailers do not pass along the allowance to consumers.

Accepted Answer

A) True 
 B)False

Question 11

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

Accepted Answer

A) True 
 B)False  True

Question 12

Exit fees are paid for:

Accepted Answer

A)   covering the cost of removing unsuccessful products from inventory.
B)   getting a retailer to agree to limit purchases from another vendor.
C)   shipping costs.
D)   cooperative advertising programs.E) A) and C)
F) A) and B)

Question 13

With ________ a retailer is given a direct payment for stocking an item.

Accepted Answer

A)   an off-invoice allowance
B)   a drop-ship allowance
C)   slotting fees
D)   forward buyingE) A) and B)
F) None of the above C

Question 14

The primary vehicle for distributing print coupons is:

Accepted Answer

A)   magazines.
B)   newspapers.
C)   direct mail.
D)   freestanding inserts.E) A) and D)
F) B) and C)

Question 15

What is the difference between consumer promotions and trade promotions?

Accepted Answer

Consumer promotions are incent...

Question 16

A toy placed inside a box of cereal is an example of a(n) :

Accepted Answer

A)   bonus pack.
B)   in-package premium.
C)   store premium.
D)   self-liquidating premium.E) A) and D)
F) A) and C)

Question 17

Cooking food in a grocery store and giving small samples of the food to consumers who pass by is which form of sampling?

Accepted Answer

A)   In-store distribution
B)   Direct
C)   Response
D)   Cross-ruffingE) B) and D)
F) A) and C) A

Question 18

Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

Accepted Answer

A) True 
 B)False

Question 19

Premiums are prizes or gifts consumers receive when purchasing products.

Accepted Answer

A) True 
 B)False

Question 20

A gift sent by mail to a customer, based on a proof-of-purchase receipt, is a(n)  ________ premium.

Accepted Answer

A)   free-in-themail
B)   self-liquidating
C)   bounce-back
D)   instant redemptionE) A) and B)
F) A) and C)

Exam 12: Sales Promotions

In recent years, marketers have reduced the use of freestanding inserts for the distribution of samples because of ineffectiveness.

Correct AnswerverifiedShow Answer

Scanner-delivered coupons encourage:

Correct AnswerverifiedShow Answer

Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brands.

Correct AnswerverifiedShow Answer

An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Correct AnswerverifiedShow Answer

Consumers must pay a small amount of money for a(n) ________ premium.

Correct AnswerverifiedShow Answer

A pharmaceutical company giving free samples of medicine to a physician is ________ sampling.

Correct AnswerverifiedShow Answer

The primary disadvantage to a retailer in using diversion is:

Correct AnswerverifiedShow Answer

At a trade show, manufacturers should not pursue which type of buyer group because they are not interested in buying and would take up too much of the vendor's time?

Correct AnswerverifiedShow Answer

When the price of a product is reduced through a trade allowance, it is referred to as being:

Correct AnswerverifiedShow Answer

One of the disadvantages of trade allowances is that nearly half of the time retailers do not pass along the allowance to consumers.

Correct AnswerverifiedShow Answer

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

Correct AnswerverifiedTrue

Exit fees are paid for:

Correct AnswerverifiedShow Answer

With ________ a retailer is given a direct payment for stocking an item.

Correct AnswerverifiedC

The primary vehicle for distributing print coupons is:

Correct AnswerverifiedShow Answer

What is the difference between consumer promotions and trade promotions?

Correct AnswerverifiedConsumer promotions are incent...View AnswerShow Answer

A toy placed inside a box of cereal is an example of a(n) :

Correct AnswerverifiedShow Answer

Cooking food in a grocery store and giving small samples of the food to consumers who pass by is which form of sampling?

Correct AnswerverifiedA

Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

Correct AnswerverifiedShow Answer

Premiums are prizes or gifts consumers receive when purchasing products.

Correct AnswerverifiedShow Answer

A gift sent by mail to a customer, based on a proof-of-purchase receipt, is a(n) ________ premium.

Correct AnswerverifiedShow Answer

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True

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C

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Consumer promotions are incent...
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A

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