Question 1

In the coupon redemption process,coupons go from the _______ to the retailer.

Accepted Answer

In the coupon redemption process, coupons typically go from the consumer, who receives and uses the coupon, to the retailer, where the coupon is redeemed at the time of purchase.

Question 2

The use of _____ would be suggested for manufacturers who wish to generate consumer trial but delay the reward.

Accepted Answer

The answer of The use of _____ would be suggested...

Question 3

Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?

Accepted Answer

Achieving a need for stimulation is not a functional benefit, it is a hedonic benefit. Functional benefits are more practical and relate to the usefulness of the product or promotion, while hedonic benefits are more emotional and relate to the pleasure or enjoyment the consumer gets from the product or promotion. The other options provided - reducing search and decision costs, obtaining improved product quality, and obtaining monetary savings - are all functional benefits.

Question 4

After calculating the profit per unit,what is the next step in calculating the ROI for a sampling investment?

Accepted Answer

The answer of After calculating the profit per unit,what is...

Question 5

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Accepted Answer

Targeted sampling involves distributing samples to a specific group of people who are most likely to be interested in the product. In this case, the hair product company is targeting teenage males who are attending prom and are likely to be interested in using hair products to style their hair for the event. The partnership with tuxedo rental shops is a creative distribution method used by the company to reach their target audience.

Question 6

Maria purchased a new brand of frozen waffles that had a high value coupon on the package.She had to cut the coupon out to use it on her next purchase of these waffles.Which type of reward did Maria get?

Accepted Answer

Maria received a delayed reward because she has to wait until her next purchase to use the coupon.

Question 7

Carl grabbed a bag of chips and salsa at a convenience store and noticed a coupon attached to the bag of chips allowing him to get 50 cents off the purchase price.Which type of reward did Carl get?

Accepted Answer

The coupon provided an immediate discount on Carl's purchase, making it an immediate reward.

Question 8

It is estimated that online sampling costs are _____ sampling in stores or at special events.

Accepted Answer

Online sampling costs are three times greater than sampling in stores or at special events.

Question 9

Julie is on a tight budget and usually purchases store brands of products.However,she purchased a higher quality national brand of shampoo with a coupon that reduced the price enough for her to be able to purchase it.Which type of reward did Julie obtain from using the coupon?

Accepted Answer

Julie obtained utilitarian reward from using the coupon as it helped her to purchase the higher quality shampoo at a reduced price and fulfilled her functional need of cleaning her hair effectively.

Question 10

What is the final step in calculating the ROI for a sampling investment?

Accepted Answer

The final step in calculating ROI for a sampling investment is to determine the effectiveness of the sampling. This involves analyzing the data collected during the sampling campaign, such as the number of samples distributed, the number of conversions made, and the revenue generated from those conversions. By measuring the effectiveness of the sampling, you can determine the return on investment and make informed decisions about future sampling campaigns. A and B are important factors to consider in calculating the total cost of the sampling investment, but they are not the final step. D and E are not directly related to calculating the ROI for a sampling investment.

Question 11

_____ includes any method used to deliver an actual- or trial-sized product to consumers.

Accepted Answer

Sampling involves giving consumers a small amount or trial-sized version of a product to try for free, which allows them to experience the product firsthand and can lead to increased sales.

Question 12

Every time McDonald's comes out with their Monopoly game,Nakita loves to participate.Even though she knows her chances of winning a million dollars are slim,she still finds it entertaining and fun.Which type of reward is Nakita receiving by participating in this sales promotion activity?

Accepted Answer

Nakita is participating in the Monopoly game promotion for the enjoyment and excitement it brings her, which is a hedonic reward. She is not participating for practical or monetary reasons, which would be utilitarian rewards. Emotional and rational rewards may also be a factor, but the primary motive stated in the passage is the enjoyment of the activity.

Question 13

Generally speaking,consumers are more responsive to _____ rewards.

Accepted Answer

Consumers tend to prefer immediate rewards over delayed ones as they provide instant gratification and satisfaction. Delayed rewards require consumers to wait and may not be as effective in motivating consumer behavior.

Question 14

Which type of consumer-oriented promotion would you use if the objective was to reinforce the brand's image,even though it meant delivering a delayed reward?

Accepted Answer

The answer of Which type of consumer-oriented promotion would you...

Question 15

Which of the following is a distribution method used to deliver samples?

Accepted Answer

All of the listed options are commonly used distribution methods for delivering samples. Direct mail can target a specific audience, newspapers and magazines reach a wide audience, in-store sampling can reach customers already in the purchasing mindset, and high-traffic locations and events can attract potential new customers. Using a combination of these methods can also be effective in reaching a broader audience.

Question 16

Which of the following is a step in calculating the ROI for a sampling investment?

Accepted Answer

Calculating the profit per unit is a step in determining the return on investment (ROI) as it helps in understanding the financial gain from the investment.

Question 17

When conducting an ROI,a sampling would be considered successful if ______.

Accepted Answer

A successful ROI sampling would mean that the conversion rate (the number of people who take a desired action) exceeds the break-even rate (the number of people needed to cover costs). The gain of 13 percent indicates a positive return on investment.

Question 18

Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.

Accepted Answer

These are examples of change-point sampling, where individuals are targeted at times when they are undergoing significant life changes, such as starting college or becoming a new parent, because their consumption patterns might be particularly susceptible to influence.

Question 19

What sampling problem is most closely associated with sampling through mail distribution?

Accepted Answer

Mail distribution is a sampling method in which questionnaires are mailed to potential respondents. One of the main problems associated with this method is pilferage, which occurs when questionnaires are stolen or discarded before they reach their intended recipients.

Question 20

Which of the following is a hedonic benefit consumers obtain when taking advantage of sales promotion offers?

Accepted Answer

Accomplishing a sense of being a wise shopper is a hedonic benefit consumers obtain when taking advantage of sales promotion offers, as they feel they have made a smart decision and obtained a good deal. The other options are utilitarian benefits, such as obtaining monetary savings, reducing search and decision costs, and obtaining improved product quality.

Quiz 19: Consumer Sales Promotion: Sampling and Couponing