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Exam 17: Promotions

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Question 81

Multiple Choice

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Sales promotion is often the most effective strategy for increasing sales of a(n) ________.

A) luxury product
B) parity product
C) business service
D) exclusive product
E) differentiated product

F) A) and E)
G) B) and D)

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Question 82

Multiple Choice

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Which of the following are the two types of coupons?

A) refund and rebate
B) immediate and delayed
C) percentage and cents-off
D) retailer and manufacturer
E) price cut and added value

F) B) and C)
G) A) and E)

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Question 83

Multiple Choice

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A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a ________.

A tie-in involves manufacturers developing marketing communication programs with their main retail accounts, instead of for them.

________ coupons can be redeemed only at the specified retail outlet, and ________ coupons can be redeemed at any outlet distributing the product.

Kodak wanted to create excitement for its line of digital cameras. The company encouraged consumers to submit pictures electronically in the "Kodak Moments" promotion. Judges selected a grand prize winner to receive a vacation for four to Disney World, with several other lower-level winners receiving Kodak products. What type of consumer promotion is this?

Marketers license their brand identity to other manufacturers because it makes them money and extends their brand visibility.

A trade network is where companies within the same industry gather to present and sell their merchandise, as well as to demonstrate their products.

Which type of trade promotion rewards a reseller financially for purchase of a certain level of a product or support of a promotion?

About one half of marketing communication budgets is spent on consumer sales promotions.