Ch 16

Question 1

One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service.

Answer 1

true

Question 2

Which sales promotion technique is also known as a frequency program?

Answer 2

Loyalty program

Question 3

Sales promotion can provide inducement to marketing intermediaries such as wholesalers and retailers.

Answer 3

true

Question 4

Jezebel is running a consumer-oriented sales promotion that provides free access to her company’s razors, as well as a coupon for a discount off of the cartridges. What is the goal of this promotion?

Answer 4

obtaining trial and repurchase

Question 5

Overuse of sales promotion is always profitable to a brand.

Answer 5

false

Question 6

Pree uses sales promotions and promotional dollars to stress how her brand is different from competitive brands and to keep her brand in consumers’ minds. Based on her approach, at what stage of the product life cycle is Pree’s brand?

Answer 6

growth

Question 7

After finishing lunch at a local cafe, Clara used her smartphone to get a discount on the bill. She is most likely using

Answer 7

a mobile coupon.

Question 8

Beauty Care’s 2-oz. bottle of sunscreen lotion is priced at $3. However, while at the supermarket, Emma found that Beauty Care was offering a 5-oz. bottle at the same price, so she bought two. Which type of promotional method was Beauty Care using?

Answer 8

bonus pack

Question 9

When a brand enters the ________ stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

Answer 9

decline

Question 10

When properly planned and executed to work together, advertising and sales promotion can have a synergistic effect much greater than that of either promotional mix element alone.

Answer 10

true

Question 11

Which of the following is a reason for the increase in the importance of sales promotion?

Answer 11

fragmentation of consumer market

Question 12

Which of the following statements about coupons is true?

Answer 12

They help to induce price-sensitive customers to purchase a product or a service.

Question 13

Speed Inc. is a sports car manufacturer. Ron, a salesperson in a car dealership, makes $3,000 for every Speed Inc. car he sells. He receives this bonus from Speed Inc. along with his regular salary from the dealership at the end of each month. Which type of promotion is Speed Inc. using?

Answer 13

Spiff

Question 14

Which of the following activities are involved in consumer-oriented sales promotions?

Answer 14

refunds and rebates

Question 15

Which of the following is an advantage of couponing?

Answer 15

induces repeat purchases

Question 16

Cheery Inc. offers a free toy inside every $1 pack of Cheery Creamy Chips. Which promotional method is the company using in this scenario?

Answer 16

free premium

Question 17

The sampling technique of promotion is less preferred by marketers and consumers as it entails a lot of risk.

Answer 17

false

Question 18

Yummy Foods gave away 25-ounce packs from its range of oatmeal products to consumers, free of charge. The company distributed the packs to those who shopped at select grocery stores around the state of Pennsylvania. Which type of promotion did Yummy Foods employ?

Answer 18

sampling