Question 1

Which of the following questions would help a marketer evaluate the return on a sales promotion investment?

Accepted Answer

Evaluating if a promotion generated new customers or increased purchasing from current customers is a key factor in determining the return on investment. The other options focus on different aspects of the promotion but are not necessarily tied to its overall effectiveness in generating revenue.

Question 2

Orion is planning to give away free mouse pads imprinted with the company logo and name to anyone who enters their store on the day they launch their new laser mouse. What kind of sales promotion is Orion planning?

Accepted Answer

Orion is using an advertising specialty as they are giving away a free mouse pad with their logo to promote their new laser mouse.

Question 3

Trade shows most likely help companies to ________.

Accepted Answer

Trade shows are an opportunity for companies to showcase their products or services and interact with potential customers face-to-face, which can lead to finding new sales leads. While trade shows may indirectly result in some other benefits like increasing productivity or shortening the selling process, their primary purpose is to generate sales leads. Therefore, the best choice is B.

Question 4

________ include displays and demonstrations that take place at the point of sale.

Accepted Answer

POP promotions, or point-of-purchase promotions, involve displays and demonstrations that take place at the point of sale. Rebates, price packs, premiums, and samples are other types of promotions but do not necessarily involve in-store displays or demonstrations.

Question 5

Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of the New England area to resell its products. Happy Pet promises to reimburse the advertising costs to its retailers and wholesalers for advertising its products. This is an example of a ________.

Accepted Answer

This is an example of a trade promotion, where the company is offering incentives to its retailers and wholesalers to promote and sell its products. The reimbursement of advertising costs is a common form of trade promotion.

Question 6

________ are goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids' products to phone cards and DVDs.

Accepted Answer

Premiums are goods offered either free or at low cost as an incentive to buy a product. Coupons refer to a discount on the price of a product or service. Price packs refer to the packaging of certain quantities or sizes of a product together for a lower price than if purchased separately. Rebates refer to cash back given after a purchase is made. Cents-off deals refer to a specific amount of money taken off the regular price of a product at the time of purchase.

Question 7

Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy drinks and to establish the desired brand image of the company. Which type of promotion is evident here?

Accepted Answer

The promotion evident here is event marketing, as Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California, to sell its energy drinks and establish the desired brand image of the company. Event marketing promotes a product or service through events, such as trade shows, sports events, concerts, and other gatherings where people are brought together.

Question 8

Which of the following is used to generate business leads, stimulate purchases, reward customers, and motivate salespeople?

Accepted Answer

The answer of Which of the following is used to...

Question 9

Renee's, a company selling winter clothing in Chicago, ran a preseason promotion on some of its fur jackets, offering cash refunds if the snowfall in the customer's market area turned out to be below average. This exemplifies ________.

Accepted Answer

This promotion is a form of rebate, where customers are offered cash refunds if a certain condition (in this case, below average snowfall) is met.

Question 10

Bose offers $50 cash back to customers who purchase a new speaker and send in a proof of purchase. This is an example of a ________.

Accepted Answer

This is a rebate offer, where customers receive cash back after purchasing the product and submitting proof of purchase.

Question 11

Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is attempting to build a strong customer relationship with Monty through a ________.

Accepted Answer

West Coast Airlines' frequent flyer program is an example of a frequency marketing program, as it rewards customers for their repeat business and encourages loyalty.

Question 12

________ refer(s) to sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers.

Accepted Answer

Trade promotions are specifically designed to incentivize resellers to carry and promote a brand. These could include offering discounts or rebates for meeting certain sales targets, providing point-of-purchase displays or other merchandising materials, or sponsoring a sales contest for the reseller's employees. All of these tactics are aimed at getting the reseller to prioritize the promoted brand over competitors, and therefore increase sales and market share.

Question 13

Which of the following is an example of trade promotion?

Accepted Answer

Offering free merchandise to resellers who feature a certain flavor or size is an example of a trade promotion, which is aimed at incentivizing retailers or wholesalers to push a certain product over others.

Question 14

________ are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers.

Accepted Answer

Promotional products are physical items branded with an advertiser's name or logo that are given to consumers as gifts. They serve as a reminder of the brand and can help increase brand awareness and loyalty.

Question 15

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as ________.

Accepted Answer

Creating a brand-marketing event or sponsoring events created by others is known as event marketing. It involves creating a live experience that promotes a brand, product, or service through direct interaction with the target audience. This can include hosting events such as concerts, sporting events, or product launch parties, as well as participating in events created by others, such as sponsoring a music festival or marathon.

Question 16

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.

Accepted Answer

This describes a contest, which involves judging entries submitted by consumers. Sweepstakes typically involve a random drawing and samples, premiums, and rebates do not involve competition or judging.

Question 17

Kirk Wilkins renewed his cell phone contract with Zip Wireless Services and purchased a new cell phone through the Zip Web site. If Kirk mails Zip Wireless Services his transaction receipt, he would be eligible to receive $50 as cash refund. Which of the following types of sales promotion is evident here?

Accepted Answer

The sales promotion evident here is a rebate, since Kirk is promised a cash refund for mailing in his transaction receipt.

Question 18

Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly guesses the date on which Waldo Stores was first established in the Boston area. Which type of sales promotion is evident here?

Accepted Answer

This promotion is a contest because it involves a prize for guessing the correct answer to a question.

Question 19

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of its products is using ________.

Accepted Answer

The term "push money" refers to a practice of incentivizing dealers or salespeople to increase their efforts in selling a particular product or brand. This can include cash rewards or other incentives such as gifts or trips. Coupons, promotional products, premiums, and bonuses are all forms of sales promotion, but do not specifically refer to the practice of offering cash or gifts to dealers.

Question 20

A five-feet-high cardboard display of Terry the polar bear, mascot of Terry's protein shake, next to the shelf containing Terry's products in a supermarket is an example of a(n) ________.

Accepted Answer

The five-feet-high cardboard display of Terry the polar bear, next to the shelf containing Terry's products in a supermarket is an example of a point-of-purchase promotion. It is intended to encourage customers to purchase Terry's products by highlighting their brand with the help of a mascot figure.

Quiz 16: Personal Selling and Sales Promotion