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MKT 374
Exam III Essay Questions
8
Marketing
Undergraduate 3
12/09/2009

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Cards

Term
Three things sales promotions can accomplish
Definition
CAN:
1. Reinforce advertising.
2. Obtain trial purchases from customers.
3. Invigorate sales of a mutual brand.
Term
Three things sales promotions cannot accomplish.
Definition
CANNOT:
1. Compensate for a poorly trained sales force or lack of advertising.
2. Give the trade or consumers any compelling long-term reason to continue brand usage.
3. Permanently stop an established brand's declining sales trend.
Term
Explain how retailers can charge manuf. slotting allowances when many people feel that they are a form of bribery.
Definition
Slotting allowances provide retailers w/an insurance policy against failing brands and cover stocking & change fees.
Term
Explain forward buying and diverting. Who benefits or loses from these practices?
Definition
Forward buying: retailers often purchase enough products on deal to carry them over until the manuf.'s next deal. (also called bridge buying).
WINNERS: Retailers
LOSERS: Consumers and Manuf. (reduced margins)
DIVERTING - occurs when a manuf. restricts a deal to a certain geographical area instead of making it national.
WINNERS: Geographically located retailers
LOSERS: Manuf. (tampering and image)
Term
Describe the coupon redemption process and how misredemption can occur.
Definition
Manuf -> Consumer -> Retailer -> Clearing House -> Redemption Center -> Retailer/Manuf.

Misredemption occurs at every level. (Examples: expired coupons, not purchased items, stealing FSIs).
Term
Name and describe two major forms of bilboard advertising.
Definition
1. Electronic (4-10 second rotation)
2. Poster Panels (silk screened - 'normal billboards')
Term
Discuss three ethical issues in advertising.
Definition
Advertising is:
1. Untruthful or deceptive.
2. Manipulative
3. In bad taste
Term
List and describe four general recommendations given to marcom practitioners for making appropriate environmental claims.
Definition
1. Make specific claims.
2. Reflect current disposal options.
3. Make substantive claims.
4. Make supportable claims.
(SPECIFIC, DISPOSAL, SUBSTANTIVE, SUPPORTABLE)
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