Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Coupons, trade shows, buying allowances, premiums, and price-off deals are all
examples of ____.
a. | media advertising | b. | promotions | c. | place
advertising | d. | point of purchase activities | e. | public
relations |
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2.
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The ____ strategy consists of a manufacturer directing personal selling, trade
advertising, and trade-oriented sales promotion to wholesalers and retailers.
a. | forced channel | b. | push | c. | pull | d. | planned | e. | strategic
channel |
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3.
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Which of the following is an example of a push strategy?
a. | a cereal manufacturer advertising during cartoon programs to reach
children | b. | a bank sending a mailing to the senior citizens | c. | a soft drink
manufacturer sending point-of-purchase displays to grocery stores | d. | a children's
clothing store sending gift certificates to families | e. | a bicycle store advertising in the university
newspaper to attract the attention of college students |
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4.
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Which of the following is NOT a factor accounting for the shift from consumer
advertising to promotion?
a. | retailers have more power over manufacturers | b. | reduced brand
loyalty | c. | reduced brand parity and price sensitivity | d. | short-term
orientation and corporate reward structures | e. | consumer
responsiveness |
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5.
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The promotional incentive ____ changes a brand’s perceived price or
value.
a. | permanently | b. | temporarily | c. | positively | d. | concurrently | e. | always |
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6.
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The most frequent form of sampling is ____.
a. | in-store | b. | in-pack | c. | door-to-door | d. | direct mail | e. | on-pack |
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7.
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Mail-delivered coupons are generally used for ____.
a. | luxury products | b. | products in the growth stage of the product
life cycle | c. | introducing new or improved products | d. | products in the maturity stage of the product
life cycle | e. | services |
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8.
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Which of the following is an advantage of in- and on-pack coupons?
a. | increased trade interest due to the nature of the offer | b. | immediate value to
consumers | c. | can reach nonusers of the brand | d. | virtually no distribution
costs | e. | low bounce-back value |
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9.
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Which of the following is NOT a type of consumer-oriented promotion?
a. | allowances | b. | price-off promotion | c. | bonus
packs | d. | premiums | e. | continuity
programmes |
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10.
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A manufacturer of soap will mail you a beach towel if you mail them a proof of
purchase and £5.00. This is an example of a(n) ____.
a. | self-liquidating offer | b. | reimbursed premium | c. | on-pack
premium | d. | out-of-store premium | e. | in-pack premium |
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