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MKT 374 Ch 15
Promotion
28
Marketing
Undergraduate 3
12/08/2009

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Term
The biggest users of sales promotions are...
Definition
Consumer packaged-goods companies
Term
Advertising expenditures as a percentage of total marketing communications are approximately ___%
Definition
25
Term
Give an example of a push strategy
Definition
A soft drink manufacturer sending point-of-purchase displays to grocery stores.
Term
Push
Definition
Targets retailers
Term
Pull
Definition
Targets Consumers
Term
Shift regarding pull and push in recent years.
Definition
Pull --> Push
Term
Which of the following is NOT a factor accounting for the shift from consumer advertising to promotion?
Definition
reduced brand parity and price sensitivity
Term
What is the difference between the "old" and the "new" accounting procudures with respect to promotion?
Definition
Those sales promotions used as a form of price discount mus now be treated as reductions in sales revenues.
Term
Sales promotion cannot ____.
Definition
permanently stop an established brand's declining sales trend.
Term
Which of the following is NOT a form of trade allowance?
Definition
Push money
Term
Deals offered periodically to the trade that permit retailers to deduct a fixed amount from the invoice are called _____>
Definition
Off-invoice allowances.
Term
General Mills periodically offers a deal to the trade that permits retailers to deduct 15% from the invoice merely by placing an order during the period which GM is "dealing" a brand. This is an example of what?
Definition
Off-invoice allowance
Term
Pineway Grocery Stores receive a fee from a soft drink manufacturer for setting up a special display. Pineway receives a(n) ______ from the manufacturer.
Definition
Slotting allowance
Term
The Lippencott Company, a manufacturer of canned veggies, would like to sell the supermarket chain BuyRight on the idea of stocking a new line of product. BuyRight informs Lippencott that it will have to charge them $250 for every store in the BR chain that stocks LC's new product. What is this type of allowance called?
Definition
Slotting
Term
Retailers are able to charge slotting allowances and get away with it because...
Definition
ALL ARE CORRECT:
- Channel powerhas shifted toward retailers
- Manuf. are introducing thousands of new proudcts each year and some are rival variants of existing brands.
- Many manuf. compete for limited retail shelf space
- Retailers use slotting allowances to augment thin retail margins
Term
In order to avoide paying slotting allowances, a manuf. can...
Definition
ALL ARE CORRECT
- invest in a "pull" strategy
- invest heavily in R&D to develop meaningful new products
- refuse to pay them
Term
A retailer can exercise its power in a channel by...
Definition
Requesting a deslotting agreement from the manuf.
Term
Lare retail chains, unlike smaller chains, are able to merchandise their own ____ brands.....
Definition
Private
Term
The practice of forward buying is also known as ....
Definition
Bridge buying
Term
Which of the following is true regarding forward buying
Definition
Manufacturers experience reduced margins
Term
The practice of ______ occurs when a manuf. restricts a deal to a limited geographical area.
Definition
Diverting
Term
A possible negative consequence of diverting is....
Definition
product tampering, and that the quality of the product might suffer
Term
Because no off-invoice allowances are offered when a manuf. uses everyday low prices, EDLP(M), retailers....
Definition
make profits from selling merchandise, rather than from buying it.
Term
Which of the following channel member benefits the least from a scan-verified trade promotion?
Definition
Retailer
Term
Which of the following is a true statement?
Definition
Higher market share brands are less deal elastic
Term
For brands holding larger market shares, the deal-elasticity coefficient generally is _____ it is fro smaller-share brands.
Definition
smaller than
Term
The combined effects of advertising and display interact _____ in regards to a dealt brand's retail sales.
Definition
positvely
Term
The proportion of switchers drifting from low to high-quality brands when the latter is on deal is higher than the proportion moving in the other direction when a low-quality brand is on deal. This situation describes a switching behavior that is ....
Definition
asymmetric
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