MKT 315 WK 8 QUIZ 6 CHAPTERS 12 & 13
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MKT 315 WK 8 QUIZ 6 CHAPTERS 12 & 13
MKT 315 WK 8 Quiz 6 Chapters 12,13
MULTIPLE CHOICE
1. One of the main issues Proctor & Gamble (P&G) Company had with its Max Factor is:
a. Giant mass market U.S. retailers were not willing to give more shelf space to Max Factor products.
b. P&G's marketing team had failed to gain sufficient brand recognition.
c. Even though P&G threw millions of dollars in trade promotions, sales of the Max Factor brand continued to fall.
d. Foreign sales of Max Factor products were falling.
e. Offering big trade discounts to retailers simply did not work.
a. Giant mass market U.S. retailers were not willing to give more shelf space to Max Factor products.
b. P&G's marketing team had failed to gain sufficient brand recognition.
c. Even though P&G threw millions of dollars in trade promotions, sales of the Max Factor brand continued to fall.
d. Foreign sales of Max Factor products were falling.
e. Offering big trade discounts to retailers simply did not work.
2. The effectiveness of the overall promotional strategy depends on how successful the manufacturer is in:
a. Implementing its advertising, sales promotion, personal selling, and publicity.
b. Securing cooperation from independent channel members in implementing the promotional strategy.
c. Keeping its promotional budget in check.
d. Developing creative promotional tactics.
e. How its promotions compare to its competitors.
a. Implementing its advertising, sales promotion, personal selling, and publicity.
b. Securing cooperation from independent channel members in implementing the promotional strategy.
c. Keeping its promotional budget in check.
d. Developing creative promotional tactics.
e. How its promotions compare to its competitors.
3. ___________ is a term used to refer to the use of several promotional tools in a coordinated effort to achieve maximum promotional impact.
a. Exponential marketing
b. Integrated marketing communication
c. Expanded promotion
d. Advertising materials
e. Persuasive advertising
a. Exponential marketing
b. Integrated marketing communication
c. Expanded promotion
d. Advertising materials
e. Persuasive advertising
4. In a pull and push promotional strategy, the three main flows involved are:
a. Product, negotiation, and promotion.
b. Product, price, and distribution.
c. Negotiation, promotion, and payment.
d. Promotion, negotiation, and price.
e. Distribution, negotiation, and product.
a. Product, negotiation, and promotion.
b. Product, price, and distribution.
c. Negotiation, promotion, and payment.
d. Promotion, negotiation, and price.
e. Distribution, negotiation, and product.
5. Of the total expenditures by all manufacturers on promotion about __________ of every dollar spent goes for push type promotions.
a. 10%
b. 33%
c. 50%
d. 60%
e. 75%
a. 10%
b. 33%
c. 50%
d. 60%
e. 75%
6. Push and pull promotion:
a. Tend to cancel each other out.
b. Can be used together successfully.
c. Are most effective if used sequentially.
d. Must be implemented simultaneously.
e. Are unrelated.
a. Tend to cancel each other out.
b. Can be used together successfully.
c. Are most effective if used sequentially.
d. Must be implemented simultaneously.
e. Are unrelated.
7. The belief underlying the so-called pull strategy is?
a. Frequent promotion deals erode consumer confidence.
b. Frequent promotions to channel members on products in trade deals result in deal-to-deal purchases by channel members.
c. Requires more direct involvement by the manufacturer with channel members in the use of promotional strategies.
d. Some channel members respond to excessive promotions by dropping manufacturer's products.
e. By building strong consumer demand for their products, manufacturers pressure channel members to promote these products.
a. Frequent promotion deals erode consumer confidence.
b. Frequent promotions to channel members on products in trade deals result in deal-to-deal purchases by channel members.
c. Requires more direct involvement by the manufacturer with channel members in the use of promotional strategies.
d. Some channel members respond to excessive promotions by dropping manufacturer's products.
e. By building strong consumer demand for their products, manufacturers pressure channel members to promote these products.
8. The underlying concept behind the push promotional strategy is:
a. Manufacturer dominance of promotion, especially national advertising.
b. Using power to “force” acceptance of products by channel members.
c. Using massive advertising to get consumers to push retailers into selling certain products.
d. Securing mutual effort and cooperation between manufacturers and channel members in the use of promotion.
e. Signaling the consumer that this is a product they must have.
a. Manufacturer dominance of promotion, especially national advertising.
b. Using power to “force” acceptance of products by channel members.
c. Using massive advertising to get consumers to push retailers into selling certain products.
d. Securing mutual effort and cooperation between manufacturers and channel members in the use of promotion.
e. Signaling the consumer that this is a product they must have.
9. The increasing emphasis on push promotions in recent years is attributed to:
a. New technologies being available.
b. The much lower cost of push promotions.
c. The dissatisfaction of consumers with pull promotions.
d. The increasing size and power of retailers and wholesalers.
e. Increasing expertise of advertising agencies in this type of promotion.
a. New technologies being available.
b. The much lower cost of push promotions.
c. The dissatisfaction of consumers with pull promotions.
d. The increasing size and power of retailers and wholesalers.
e. Increasing expertise of advertising agencies in this type of promotion.
10. Retailers and wholesalers are __________ content to be conduits that giant manufacturers using massive national advertising can send their products smoothly through to final customers.
a. no longer
b. increasingly
c. still
d. more than ever
e. have finally become
a. no longer
b. increasingly
c. still
d. more than ever
e. have finally become
11. In order for a cooperative advertising program to work effectively, the channel members must do all of the following except:
a. Have a sufficient inventory of the product.
b. Pass the high cost of print ads to the manufacturer.
c. Provide personal selling support as needed.
d. Offer adequate point of purchase display.
e. Expect the manufacturer to carefully administer the program.
a. Have a sufficient inventory of the product.
b. Pass the high cost of print ads to the manufacturer.
c. Provide personal selling support as needed.
d. Offer adequate point of purchase display.
e. Expect the manufacturer to carefully administer the program.
12. Which of the following is a common abuse of cooperative advertising money by retailers?
a. Poor promotional planning.
b. Retailers not agreeing to branding strategy of manufacturer.
c. Retailers buying newspaper space at rates lower than what they bill manufacturers.
d. Not setting up point of purchase displays properly.
e. Resisting manufacturer control over the advertising campaign.
a. Poor promotional planning.
b. Retailers not agreeing to branding strategy of manufacturer.
c. Retailers buying newspaper space at rates lower than what they bill manufacturers.
d. Not setting up point of purchase displays properly.
e. Resisting manufacturer control over the advertising campaign.
13. Cooperative advertising dollars are also called:
a. Ad fares.
b. Detail fees.
c. Case allowances.
d. Trade fees.
e. Special allowances.
a. Ad fares.
b. Detail fees.
c. Case allowances.
d. Trade fees.
e. Special allowances.
14. Channel members are often reluctant to support advertising programs if they feel there is too much emphasis on the manufacturer’s products and not enough emphasis on:
a. The channel member’s product line.
b. Product quality.
c. The reputation and image of the channel member.
d. Patronage appeals.
e. Basic information such as location of the channel member.
a. The channel member’s product line.
b. Product quality.
c. The reputation and image of the channel member.
d. Patronage appeals.
e. Basic information such as location of the channel member.
15. The most typical strategy used for promotional allowances is to offer channel members:
a. A print ad allowance.
b. A percentage of purchases on particular products.
c. A credit.
d. A discount on future purchases.
e. An increased trade discount.
a. A print ad allowance.
b. A percentage of purchases on particular products.
c. A credit.
d. A discount on future purchases.
e. An increased trade discount.
16. It is now easier for manufacturers to measure the effect of promotional allowances because of:
a. Simpler programs and closer administration.
b. More generous allowances.
c. Outside consulting firms.
d. Smartphones.
e. New cash register technology.
a. Simpler programs and closer administration.
b. More generous allowances.
c. Outside consulting firms.
d. Smartphones.
e. New cash register technology.
17. ________ are payments made by manufacturers to encourage channel members to display and stock new products.
a. Selling aids
b. Promotional fees
c. Ad discounts
d. Slotting allowances
e. Marketing certificates
a. Selling aids
b. Promotional fees
c. Ad discounts
d. Slotting allowances
e. Marketing certificates
18. Slotting fees are most commonly used in the ________ industry.
a. pharmaceutical
b. grocery
c. automobile
d. retail liquor
e. bakery
a. pharmaceutical
b. grocery
c. automobile
d. retail liquor
e. bakery
19. Which of the following is a false statement about slotting fees?
a. Retailers view slotting fees as compensation for risks in taking on new products.
b. Manufacturers believe slotting fees give retailers more market power.
c. Slotting fees can be used as a screening device for new products based on the fee the manufacturer is willing to pay.
d. Slotting fees may discriminate against large manufacturers who are willing and able to pay high fees.
e. The FTC and GAO are investigating to determine if slotting fees violate antitrust laws.
a. Retailers view slotting fees as compensation for risks in taking on new products.
b. Manufacturers believe slotting fees give retailers more market power.
c. Slotting fees can be used as a screening device for new products based on the fee the manufacturer is willing to pay.
d. Slotting fees may discriminate against large manufacturers who are willing and able to pay high fees.
e. The FTC and GAO are investigating to determine if slotting fees violate antitrust laws.
20. It is expected that ________ may become the most dominant form of promotional allowance demanded by large retailers.
a. slotting fees
b. cooperative advertising
c. display ads
d. promotional allowances
e. in-store promotions
a. slotting fees
b. cooperative advertising
c. display ads
d. promotional allowances
e. in-store promotions
21. Which of the following is not an example of displays and/or selling aids?
a. Point-of-purchase material
b. Dealer identification signs
c. Promotional kits
d. Mailing pieces
e. Billboards
a. Point-of-purchase material
b. Dealer identification signs
c. Promotional kits
d. Mailing pieces
e. Billboards
22. Which of the following is an accurate statement regarding displays and selling aids?
a. Expenditures for this category of promotion are falling.
b. National expenditures for displays and selling aids amount to about $10 million.
c. Most retailers receive few displays and/or selling aids.
d. Displays and selling aids are rarely effective.
e. Often manufacturers have difficulty getting retailers to use displays and selling aids.
a. Expenditures for this category of promotion are falling.
b. National expenditures for displays and selling aids amount to about $10 million.
c. Most retailers receive few displays and/or selling aids.
d. Displays and selling aids are rarely effective.
e. Often manufacturers have difficulty getting retailers to use displays and selling aids.
23. Which of the following is not a feature of the Evergreen and Ivy display for candles?
a. It can be used by any kind of retailer.
b. It handles product that comes in one size.
c. Empty slots that need restocking are easily seen.
d. It takes up a minimum of floor space.
e. It is interesting and attractive.
a. It can be used by any kind of retailer.
b. It handles product that comes in one size.
c. Empty slots that need restocking are easily seen.
d. It takes up a minimum of floor space.
e. It is interesting and attractive.
24. Which of the following is not an example of in-store promotion?
a. Trunk shows
b. Celebrity store appearances
c. Food samplings
d. Cooking demonstrations
e. Cardboard cutouts
a. Trunk shows
b. Celebrity store appearances
c. Food samplings
d. Cooking demonstrations
e. Cardboard cutouts
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MKT 315 WK 8 Quiz 6 Chapters 12 & 13
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