Marketing Mid Term Exam

_______________ are low cost items given to customers at a discount or for free because they bought another product. It is also referred to as an added value gift. Example: A toy in a McDonald's happy meal,

Premiums

A business uses _______________ promotion to convince prospects to select its products and services instead of a competitor's brands.

Product

_______________ involves using a brand-name product in a movie, TV show, sporting events, or in a commercial for another product.

Product Placement

Free trial size of a product is mailed, handed out door to door, or given out to customers in a store.

Product samples

______________ is a persuasive communication

Promotion

_______________ is known as cross-promotion or cross-selling campaigns. Two companies come together in advertising to sell products together.

Promotional Tie-in

_______________ are cash payments or discounts given by manufacturers to a wholesalers or retailers for performing activities to encourage sales.

Promotional allowance

To reach its promotional goals, an organization develops an effective _______________ a combination of strategies and a cost-effective allocation of resources.

Promotional mix

Home depot is recognized for its sponsorship of habitat for humanity international.

Public relations

_______________ involves bringing news or newsworthy information about an organization to the public's attention. It is meant to develop a positive perception of the organization with the marketplace.

Publicity

The _______________ directs promotion towards consumers. It is designed to create interest and demand. Examples include premiums, samples, and demonstrations.

Pull policy

To promote a product to large retailers that sell its products, manufacturers might use a mix of personal selling, advertising, and buying discounts in a type of promotion known as the _______________

Push policy

A one-way form of communication used to promote goods and services.

Advertising

Jeep eagle introduces a new product on television during the NFl super bowl. Which of the 5 types of promotion are they using?

Advertising

AIDA stands for?

Attract attention, build interest and desire, and ask for action

_______________ are certificates that entitle customers to cash discounts on goods or services. They are located on the actual product, in newspapers, magazines, and now on the internet.

Coupons

A department store offers free gift wrapping service for the holiday season. Which of the following would that be an example of?

Customers

_______________ rewards customers who do business with a company frequently. Examples include hotels and airlines.

Loyalty marketing programs

A _______________ is an announcement that contains newsworthy developments about the company's products or services, distribution channels, facilities, revenues, earnings, employees, and events.

News release

A nationwide insurance representative gives an in home presentation to a newly married couple for life insurance.

Personal selling

_______________ requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers.

Personal selling

displays in the high traffic areas to promote impulse purchases

Point of purchase

Which of the following does not belong to consumer promotions?

Sales force promotion

Notre dame gives permission to an apparel manufacturer to print its logo on football hats and t-shirts.

Sales promotion

_______________ are incentives that encourage customers to buy products or services. They encourage customers to try new products, build awareness of a product and reward loyalty.

Sales promotions

_______________ is a company that pays a fee for the right to promote itself and its products on a physical site, an event, a person, or a group.

Sponsorship

Which of the following is NOT an example of advertising?

Telemarketing

_______________ are sales promotion activities designed to get support for a product from manufacturers, wholesalers, retailers.

Trade promotions

_______________ showcase a particular new line of products. Normally, employees of the company are flown to a certain destination where the new products are introduced as well as encouraging the sales people to increase sales.

Trade shows and conventions

Companies pay to promote ideas, goods and services in a variety of media outlets.

advertising

_______________ happens when a national company supports a local company by helping to pay for the cost of local advertising as long as the local company follows all rules and regulations of the national company.

cooperative advertising

_______________ are contests, sweepstakes, rebates, scholarships, prizes.

incentives

Companies rely on promotion to _______________ people about their products and services

inform

_______________ promotion is used to create a favorable image for a business, help it advocate for change or take a stand on community issues.

institutional

_______________ are sales strategies that encourage customers and prospects to buy a product or service.

Consumer promotion

A Cabela's catalog is sent to people who have recently purchased outdoor gear.

Direct Marketing

Has two forms: printed direct mail and electronic mail. it is normally based upon a targeted group of prospects and customers.

Direct Marketing

Perkins restaurants provides complimentary meals for the Give Kids the world foundation. Which of the following categories would that be an example of?

General Community

A local community college plans an open house to celebrate the opening of a new downtown campus location. which of the following would that be an example of?

General community

Which of the following does not belong to trade promotions?

coupons

_______________ are when two or more products are bound together for a lower price than if the customer purchased the two items separately. Example: two deodorants or two toothpastes are packaged together for one price.

deals

A medical center sponsors a free health and wellness seminar for its staff members. Which of the following categories would that be an example of?

employees

Sales representatives must generate and maintain contact with prospects and customers.

personal selling

_______________ activities enable an organization to influence a target audience. They are mainly trying to create a favorable image for a company, its products or its policies.

public relations

Which of the following is not an examples of a sponsorship?

rebate

_______________ are awards given to dealers and employees who successfully meet or exceed a sales quota. Bonuses, prizes, vacations, etc.

sales force promotion

The american marketing association defines _______________ as all marketing activities other than personal selling, advertising, and public relations that are used to stimulate purchasing and sales

sales promotion

_______________ is a cash premium paid by a manufacturer to a retailer to help cover the costs of placing the product on the shelves and for height placement on the shelves.

slotting allowance