Question 1

Consumers who send in ten UPC symbols as proof of purchase of Chips 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,usually in exchange for some proof of purchase of the promoted product.

Question 2

By visiting the Priceless.com site,MasterCard users can register for a chance to win an all-expense-paid trip for two to New York to see two Broadway plays.This prize package will be awarded through a(n)_____ since there is no skill involved.

Accepted Answer

Sweepstakes depends on chance or luck,and participation is free.

Question 3

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 4

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 5

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 6

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

Accepted Answer

This is the definition of a rebate.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 7

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

Accepted Answer

Contests are promotions in which participants use some skill or ability to compete for prizes.

Question 8

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

Accepted Answer

The use of coupons,premiums,contests,free samples,and frequent buyer programs are all tools for consumer sales promotion.

Question 9

To encourage consumers to redeem coupons,marketers are doing all of the following EXCEPT:

Accepted Answer

Marketers are not distributing all-purpose coupons redeemable across several brands.

Question 10

Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card.After customers purchase 12 bags of pet food from Jack's,they get the 13th bag free.The Baker's Dozen card is an example of a:

Accepted Answer

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

Question 11

Kaye noticed that Bounce dryer sheets have 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 12

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

A premium is an extra item offered to the consumer,usually in exchange for some proof of purchase of the promoted product.

Question 13

Co-branded credit cards are used in conjunction with:

Accepted Answer

Co-branded credit cards are an increasingly popular loyalty marketing tool.

Question 14

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 15

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 16

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 17

When Maya purchased a full-size bottle of Purell Hand Sanitizer,she received a free,purse-sized bottle as well..The purse-sized bottle is an example of a:

Accepted Answer

A premium is an extra item offered to the consumer,usually in exchange for some proof of purchase of the promoted product.

Question 18

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.

Question 19

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

Accepted Answer

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

Question 20

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.

Quiz 18: Sales Promotion and Personal Selling

Consumers who send in ten UPC symbols as proof of purchase of Chips Ahoy! cookies will receive a children's classic DVD.The DVD is an example of a:

By visiting the Priceless.com site,MasterCard users can register for a chance to win an all-expense-paid trip for two to New York to see two Broadway plays.This prize package will be awarded through a(n) _____ since there is no skill involved.

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:

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

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

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

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

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

To encourage consumers to redeem coupons,marketers are doing all of the following EXCEPT:

Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card.After customers purchase 12 bags of pet food from Jack's,they get the 13th bag free.The Baker's Dozen card is an example of a:

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

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) :

Co-branded credit cards are used in conjunction with:

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

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

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

When Maya purchased a full-size bottle of Purell Hand Sanitizer,she received a free,purse-sized bottle as well..The purse-sized bottle is an example of a:

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

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

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