Question 1

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 2

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, such as coupons, are still commonly used by consumer products companies as part of their overall marketing strategy, even as media advertising budgets also increase.

Question 3

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 4

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 5

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

The statement is true. Kikkoman brand soy sauce was introduced in the US in the 1950s and used sampling as a communication tool to promote its product. The company continues to use shopper marketing to reach its target audience.

Question 6

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 7

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

The statement accurately describes Unilever's marketing strategy and the use of a promotional marketing firm to distribute Lever2000 hand wipes in areas with a high likelihood of dirt or germs, such as food courts and petting zoos. "Point-of-dirt" sampling refers to the practice of targeting areas with high levels of dirt or germs for sampling and distribution of cleaning products.

Question 8

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

Many people did indeed discover that by tilting the bottles, they could identify whether the bottle was a winner.

Question 9

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 sentence clearly states that the Ministry sponsored a promotion to demonstrate that French cuisine can be relaxed and laid back.

Question 10

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 is indeed a popular trend where local businesses offer daily deal coupons to customers.

Question 11

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...

Question 12

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

Accepted Answer

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

Question 13

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 14

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 15

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

This is true. In some Asian cultures, using coupons or being seen as overly thrifty can be perceived as a sign of poverty or lack of financial stability, leading to shame and embarrassment.

Question 16

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 17

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

Accepted Answer

The statement mentions that after the free trial, many consumers became adopters of P&G's shampoo products.

Question 18

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 19

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

Accepted Answer

Sales promotions are indeed popular in Scandinavia due to restrictions on broadcast advertising, but they are still subject to regulations. These regulations aim to prevent false or misleading advertising and protect consumers.

Question 20

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

This statement is true as sampling allows consumers to try unfamiliar imported products without committing to a full-sized package, which can overcome their reluctance to buy.

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