Question 1

The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee,free beverages with whole bean purchases,beverage customization,and free Wi-Fi computer access.The program is an example of a:

Accepted Answer

Loyalty marketing or frequent buyer programs induce brand loyalty by rewarding customers for multiple purchases.

Question 2

The goal of sales promotion (regardless of what form it takes)is usually:

Accepted Answer

Sales promotion usually has more effect on behavior than on attitudes,and immediate purchase is the goal of sales promotion,regardless of what form of sales promotion.

Question 3

To overcome low redemption rates for coupons,marketers are doing all of the following EXCEPT:

Accepted Answer

Marketers are not requiring multiple purchases to redeem the coupon--that would probably reduce redemption rates even more.

Question 4

Coupons,premiums,contests,free samples,and frequent buyer programs are examples of:

Accepted Answer

Consumer sales promotion consists of short-term incentives to the final customer.

Question 5

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

Accepted Answer

Rebates are similar to coupons in that they offer the purchaser a price reduction; however,because the purchaser must mail in a rebate form and usually some proof of purchase,the reward is not as immediate.

Question 6

One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a:

Accepted Answer

Loyalty marketing or frequent buyer programs induce brand loyalty by rewarding customers for multiple purchases.

Question 7

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

Accepted Answer

Sales promotions are more efficient at changing behavior than attitudes.

Question 8

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

Accepted Answer

Probably the best example of a premium is the toy inside a McDonald's Happy Meal.

Question 9

When Darrell purchased a five-pound bag of 9 Lives cat food,he received a free can of the manufacturer's new gourmet cat food.The can of cat food is an example of a:

Accepted Answer

A premium is an item offered,usually with proof of purchase,to the consumer.

Question 10

Kaye noticed Bounce fabric softener dryer sheets had a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

Accepted Answer

A coupon is a certificate that entitles consumers to an immediate price reduction when they buy the product.In-store coupons have become popular because they are more likely to influence customers' buying decisions.

Question 11

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide.The Fitness Guide is an example of a(n):

Accepted Answer

An extra item offered to consumers along with their purchase is a premium.

Question 12

A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n):

Accepted Answer

This is the definition of a coupon.

Question 13

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Accepted Answer

A rebate is a cash refund given for the purchase of a product during a specific period.

Question 14

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

Accepted Answer

Rebates are unrelated to price discriminations.From the consumer viewpoint,one of the disadvantages of a rebate is having to wait for the money.Rebates are used most often to attract customers that are classified as bargain hunters.Brand-loyal customers would not be as likely to be attracted to a rebate offer.

Question 15

Whenever Jeff buys a box lunch at Heavenly Ham,he gets a stamp on his "Lunch Bunch" card.When he has 10 stamps,he can exchange the card for a free box lunch.This is an example of a(n):

Accepted Answer

A frequent buyer program rewards loyal customers for multiple purchases.

Question 16

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

Accepted Answer

Coupon distribution has been growing in recent years.

Question 17

All of the following are types of consumer sales promotions EXCEPT:

Accepted Answer

Push money is a form of trade sales promotion.

Question 18

Consumers who send it 10 UPC symbols as proof of purchase of Chip Ahoy cookies will receive a children's classic DVD.The DVD is an example of a:

Accepted Answer

A premium is an extra item offered to the consumer because the consumer has purchased another product.

Question 19

Why are many marketers shortening the time in which a coupon can be redeemed?

Accepted Answer

Many marketers believe a shortened time from will increase the redemption rate.

Question 20

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Accepted Answer

These are also called loyalty marketing programs.

Quiz 15: Public Relations, Sales Promotion, and Personal Selling