Question 1

P&G distributed millions of free samples of its shampoo products;after the no-risk trial,many consumers became adopters.

Accepted Answer

Distributing free samples is a common marketing strategy used by companies like Procter & Gamble (P&G) to introduce potential customers to their products. By offering a no-risk trial, consumers can experience the product firsthand, which can lead to increased adoption if they are satisfied with the results.

Question 2

Since market maturity can be different from country to country,consumer sampling and coupons are appropriate for mature markets.

Accepted Answer

Consumer sampling and coupons can be effective in both mature and emerging markets, as they are tools to stimulate trial and build brand awareness, not solely dependent on the market's maturity level.

Question 3

Why did the French Ministry of Agriculture launch a global promotion? Give examples in support of your answer.

Accepted Answer

The answer of Why did the French Ministry of Agriculture...

Question 4

Acknowledging that some consumers are intimidated by France's culinary heritage,the Ministry sponsored a promotion to demonstrate that French cuisine can be relaxed and laid back.

Accepted Answer

The French Ministry of Agriculture and Food has indeed sponsored promotions and initiatives to showcase the accessibility and relaxed nature of French cuisine, aiming to demystify it and encourage broader appreciation and participation.

Question 5

Overall,sales promotion tools,such as coupons,are used less frequently as consumer products companies increase budget allocations for media advertising.

Accepted Answer

Sales promotion tools, including coupons, are often used more frequently as part of an integrated marketing strategy, even as companies also invest in media advertising. These tools are effective in driving immediate sales, enhancing product visibility, and complementing other marketing efforts.

Question 6

By the end of 2012,Groupon had more than 40 million users in 48 countries.More than half of Groupon's Web site visitors live in the United States.

Accepted Answer

The answer of By the end of 2012,Groupon had more...

Question 7

In China,consumers are reluctant to buy full-sized packages of unfamiliar imported products.In such a marketing environment,sampling is an appropriate promotional strategy.

Accepted Answer

Sampling allows consumers to try a small amount of an unfamiliar product before committing to a full-sized purchase, reducing the perceived risk and potentially increasing acceptance and sales in markets like China where consumers may be hesitant to buy large quantities of unfamiliar imported products.

Question 8

Starbucks dispatches "Chill Patrols" in the summertime to pass out samples of ice-cold Frappuccinos to overheated commuters during rush hour in busy metropolitan areas.This is an example of "point-of-dirt" sampling.

Accepted Answer

This is an example of "point-of-thirst" sampling, where products are given out at a moment when potential customers are most likely to appreciate and remember them due to their immediate need or desire for refreshment.

Question 9

To fight counterfeiting,the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on imitation Disney products.

Accepted Answer

The "Disney Magical Journey" promotion does not exist in relation to fighting counterfeiting through mail-in hologram stickers on imitation Disney products. Disney fights counterfeiting through legal channels and authentic product verification, not through promotions involving counterfeit items.

Question 10

Sales promotions are popular in Scandinavia because of restrictions on broadcast advertising,but promotions in the Nordic countries are subject to regulations.

Accepted Answer

Scandinavia, part of the Nordic countries, has strict regulations on broadcast advertising, leading to the popularity of sales promotions as an alternative marketing strategy. However, these promotions are also regulated to ensure consumer protection and fair competition.

Question 11

During the 2004 Super Bowl broadcast,PepsiCo launched a joint promotion with Apple's iTunes Music Store.Anyone purchasing a bottle of Pepsi had a one-in-three chance of being a winner.However,many people discovered that by tilting the bottles,they could tell whether the bottle was a winner.

Accepted Answer

This promotion indeed took place, and many consumers discovered that by tilting the bottles, they could see under the cap and determine if they had won a free song from iTunes before purchasing the bottle.

Question 12

In countries with high levels of economic development,low incomes limit the range of promotional tools available.In such countries,free samples and demonstrations are more likely to be used than coupons or on-pack premiums.

Accepted Answer

In countries with high levels of economic development, incomes are generally higher, which means a wider range of promotional tools can be used, including coupons or on-pack premiums. Free samples and demonstrations might still be used, but low incomes are not a characteristic of highly economically developed countries.

Question 13

In a contest in 45 different languages covering 60 countries,marketers for Axe Apollo invited consumers to fill out an "astronaut profile."

Accepted Answer

This statement refers to a real marketing campaign by Axe, known as the Axe Apollo Space Academy (AASA), where participants could win a trip to space by creating an "astronaut profile" and competing for votes.

Question 14

Fifty years ago,Kikkoman brand soy sauce was unknown in the United States.The company used sampling and even today continues to make extensive use of shopper marketing as a communication tool.

Accepted Answer

Kikkoman brand soy sauce was unknown in the United States fifty years ago.

Question 15

Social couponing is one of the hottest online sales promotion trends.It offers its followers deal-of-the-day coupons that are sponsored by local businesses.

Accepted Answer

Social couponing sites like Groupon and LivingSocial offer users daily deals and discounts on products or services from local businesses, leveraging the power of group buying and social sharing to attract customers.

Question 16

A marketer of fine French cognac offers a fancy cigar ashtray to persons who correctly solve a crossword puzzle and mail it in.This is an example of a trade promotion.

Accepted Answer

This is an example of a consumer promotion, as it directly targets and rewards the end consumer rather than the trade channel or retailers.

Question 17

Sampling can be especially important if consumers are persuaded by claims made in advertising or other channels.

Accepted Answer

The answer of Sampling can be especially important if consumers...

Question 18

Although Asian consumers have a reputation for thriftiness,some are reluctant to use coupons,because doing so might bring shame upon them or their families.

Accepted Answer

In some Asian cultures, using coupons can be perceived as a sign of financial struggle, which might bring shame or embarrassment to the individual or their family due to cultural values around maintaining face and social status.

Question 19

Cross coupons offer its users deal-of-the-day coupons that are sponsored by local businesses.

Accepted Answer

Cross coupons do not exist as a recognized deal-of-the-day service or platform. The description seems to mix elements of various deal and coupon services, but there is no specific service known as "Cross coupons" offering such deals.

Question 20

Unilever hired a promotional marketing firm to pass out Lever2000 hand wipes in food courts and petting zoos.This is referred to as "point-of-dirt" sampling.

Accepted Answer

"Point-of-dirt" sampling refers to the strategy of distributing product samples at locations where the potential need for the product is highlighted, such as giving out hand wipes in places where people's hands are likely to get dirty, like food courts and petting zoos.

Quiz 14: Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication