QuestionCHAPTER 19 Personal Selling and Sales Prom

CHAPTER 19 Personal Selling and Sales Promotion
101. In recent years the proportion of promotional dollars spent on sales promotion has

a) increased relative to advertising.

b) remained constant.

c) declined slightly, and the proportion spent on advertising has increased.

d) declined slightly, and the proportion spent on advertising has declined as well.

e) increased, and the proportion spent on advertising has risen as well.

102. Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?

a) Retailers have become more powerful relative to manufacturers and are demanding more trade sales promotion efforts.

b) Because of an increased focus on value, consumers are more responsive to promotional offers.

c) The greater emphasis on improving long-term performance has resulted in an increased use of sales promotion methods.

d) Sales promotions aimed at convincing customers to change brands are more effective because of declines in brand loyalty in general.

e) All of these are reasons for the increasing proportion of promotional dollars being spent on sales promotion efforts.

103. Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered

a) trade sales promotion methods.

b) consumer incentives.

c) consumer sweepstakes.

d) buying allowances.

e) consumer sales promotion methods.104. As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use _____, which are the most widely used form of consumer sales promotion.

a) free samples

b) rebates

c) point-of-purchase displays

d) coupons

e) cents-off offers

105. Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?

a) Sweepstakes

b) Money refunds

c) Frequent-user incentives

d) Coupons

e) Premiums

106. As a promotional strategy, using coupons strives to achieve all of the following except

a) show how a product is used.

b) increase sales volume quickly.

c) introduce new package sizes.

d) prompt trial usage of a new product.

e) attract repeat users.

107. ___________ are offers of cash to customers who purchase a specific product, and ___________ are offers of cash to customers who purchase a specific quantity of a specific product.

a) Rebates; reimbursements

b) Cents-off; refunds

c) Rebates; premiums

d) Buy-back allowances; money refunds

e) Rebates; money refunds

108. Which of the following is most likely to stimulate customer loyalty?

a) Coupons

b) Sweepstakes

c) Frequent-user incentives

d) Samples

e) Premiums

Ans: c

109. Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a

a) free sample.

b) rebate.

c) frequent-user incentive.

d) premium.

e) consumer contest.

110. Signs, counter pieces, racks, and self-service cartons are all forms of

a) in-store attention grabbers.

b) demonstrations.

c) retail media.

d) premiums.

e) point-of-purchase displays.

111. Although Maybelline would like to use ______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.

a) frequent-user incentives

b) demonstrations

c) coupons

d) rebates

e) consumer contests

112. Realizing that her firm’s sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ___________ as playing a role in her sales promotion plan.

a) samples

b) coupons

c) point-of-purchase materials

d) money refunds

e) premiums

113. To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a

a) premium.

b) coupon.

c) cents-off offer.

d) free sample.

e) money refund.

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