Question 1

A shelf talker is:

Accepted Answer

A)  a sales representative in a retail outlet who provides customers with information on different products in various shelfs.
B)  a sign hanging on the shelf with information,usually about a special price.
C)  a representative from a manufacturing firm who negotiaties shelf space with the retailers.
D)  a representative from a retail outlet who negotiates shelf space with the manufacturer.

Question 2

Which of the following is the dominant form of price-oriented promotions?

Accepted Answer

A)  couponing
B)  sweepstakes
C)  rebates
D)  contests

Question 3

Which of the following is one of the main reasons marketers use coupons heavily?

Accepted Answer

A)  Coupon programs provide a competitive advantage.
B)  Coupons are an effective way to target price-sensitive households.
C)  The response rates for coupons are very high.
D)  Expense per redemption of coupon is very low.

Question 4

Most sales promotion money is spent on product categories in which:

Accepted Answer

A)  the product is very costly and exclusive.
B)  the product is highly complicated.
C)  decision making is routine.
D)  the cost of producing goods is very high.

Question 5

Bonus packs which offer larger sizes for the same price as a smaller size are used for:

Accepted Answer

A)  trade promotion.
B)  product-oriented promotion.
C)  price-oriented promotion.
D)  horizontal promotion.

Question 6

When holding costs and price elasticity are high,the manager should use:

Accepted Answer

A)  trade deals.
B)  rebates.
C)  sweepstakes.
D)  couponing.

Question 7

Payments made to store chains for placing a product on a shelf are known as:

Accepted Answer

A)  off-invoice allowances.
B)  slotting allowances.
C)  rebates.
D)  stocking allowances.

Question 8

Displays and other company-paid advertisements inside a store are called point-of-purchase advertising.

Accepted Answer

A) True 
 B)False

Question 9

"Endcaps" refer to:

Accepted Answer

A)  displays in the front of the store.
B)  displays in the store aisles themselves.
C)  a sign hanging on the shelf with information,usually about a special price.
D)  end-of- aisle displays.

Question 10

What are the factors to be considered while allocating money between advertising and promotion?

Accepted Answer

a.The total amount of resources availabl...

Question 11

Identify the product-oriented promotion in which a product is given away for free.

Accepted Answer

A)  rebate
B)  sweepstakes
C)  sampling
D)  off-invoice allowance

Question 12

Which of the following statements is true about channel-originated promotion?

Accepted Answer

A)  It is directed at intermediate channels of distribution.
B)  It is run by the channel,either to the next channel in the distribution chain or to final customers.
C)  It is an attempt to get the channels of distribution to stock more of a product.
D)  It comes directly to the customer from the manufacturer.

Question 13

When the company and the retailer share the expense of the retailer advertising the company's products in the local market,this is known as:

Accepted Answer

A)  cooperative advertising.
B)  direct advertising.
C)  missionary advertising.
D)  integrated advertising.

Question 14

Canned tuna fish is most likely to have:

Accepted Answer

A)  high promotional elasticity and high holding cost.
B)  high promotional elasticity and low holding cost.
C)  low promotional elasticity and high holding cost.
D)  low promotional elasticity and low holding cost.

Question 15

Summarize the advantages and disadvantages of coupons.

Accepted Answer

The dominant form of price-oriented prom...

Question 16

________ activities are those activities that build brand equity,including advertising sampling,couponing,and product demonstrations.

Accepted Answer

A)  Consumer franchise-building
B)  Non-consumer franchise-building
C)  Product building
D)  Concept building

Question 17

Distinguish between customer promotion,trade promotion,and channel-originated promotion.

Accepted Answer

Customer promotion comes directly to the...

Question 18

A sampling program always targets the right potential customers.

Accepted Answer

A) True 
 B)False

Question 19

Offering off invoice allowance is an example of consumer-oriented promotion.

Accepted Answer

A) True 
 B)False

Question 20

One approach to evaluating trade promotions is tracking the before-and-after results.

Accepted Answer

A) True 
 B)False

Exam 11: Sales Promotion

Displays and other company-paid advertisements inside a store are called point-of-purchase advertising.

Correct AnswerverifiedShow Answer

Identify the product-oriented promotion in which a product is given away for free.

Correct AnswerverifiedShow Answer

Which of the following is the dominant form of price-oriented promotions?

Correct AnswerverifiedShow Answer

What are the factors to be considered while allocating money between advertising and promotion?

Correct Answerverifieda.The total amount of resources availabl...View AnswerShow Answer

A shelf talker is:

Correct AnswerverifiedShow Answer

Which of the following is one of the main reasons marketers use coupons heavily?

Correct AnswerverifiedShow Answer

"Endcaps" refer to:

Correct AnswerverifiedShow Answer

Payments made to store chains for placing a product on a shelf are known as:

Correct AnswerverifiedShow Answer

Bonus packs which offer larger sizes for the same price as a smaller size are used for:

Correct AnswerverifiedShow Answer

A sampling program always targets the right potential customers.

Correct AnswerverifiedShow Answer

Canned tuna fish is most likely to have:

Correct AnswerverifiedShow Answer

________ activities are those activities that build brand equity,including advertising sampling,couponing,and product demonstrations.

Correct AnswerverifiedShow Answer

Which of the following statements is true about channel-originated promotion?

Correct AnswerverifiedShow Answer

Most sales promotion money is spent on product categories in which:

Correct AnswerverifiedShow Answer

When holding costs and price elasticity are high,the manager should use:

Correct AnswerverifiedShow Answer

When the company and the retailer share the expense of the retailer advertising the company's products in the local market,this is known as:

Correct AnswerverifiedShow Answer

Summarize the advantages and disadvantages of coupons.

Correct AnswerverifiedThe dominant form of price-oriented prom...View AnswerShow Answer

Offering off invoice allowance is an example of consumer-oriented promotion.

Correct AnswerverifiedShow Answer

Distinguish between customer promotion,trade promotion,and channel-originated promotion.

Correct AnswerverifiedCustomer promotion comes directly to the...View AnswerShow Answer

One approach to evaluating trade promotions is tracking the before-and-after results.

Correct AnswerverifiedShow Answer

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a.The total amount of resources availabl...
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The dominant form of price-oriented prom...
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Customer promotion comes directly to the...
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Correct Answer
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