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Exam 16: Sales Promotion, Events, and Sponsorships

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Question 1

Multiple Choice

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Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?

A) tie-ins
B) licensing
C) sponsorship
D) bonuses
E) spiffs

F) A) and C)
G) B) and E)

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Question 2

Multiple Choice

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Which of the following is NOT a way manufacturer-sponsored coupons are delivered?

A) through media
B) directly, such as direct mail or door-to-door
C) in or on the package
D) through the retailer
E) All of the above are ways to deliver manufacturer-sponsored coupons.

F) A) and B)
G) B) and E)

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Question 3

Multiple Choice

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Which of the following is NOT a use of consumer promotions?

MINI-CASE Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers. -Refer to Mini-Case. What is the target audience called that Kraft is targeting with incentives to get its products to consumers in the stores? Name and describe the other targets of sales promotion as well.

Reasons for the move to sales promotion match changes in the marketplace do NOT include?

Which of the following typically receives about half of the marketing communication budgets?

What type of promotion is Upromise, which was discussed in the "Hands-On" case at the end of the chapter?

MINI-CASE Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase. -Refer to Mini-Case. The promotion in which customers receive one Happy Meal for every 10 they purchase is known as a(n) ________.

Which of the following is a promotion to increase customer retention?

Which type of consumer sales promotion will more likely lead to consumer trial by giving the product to consumers?

Dan is creating a sales promotion for a client. Who would NOT be in the target audience of sales promotion?

Which of the following refers to the trade?

MINI-CASE Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers. -Refer to Mini-Case. What audience is Kraft targeting in this case, and what are the two primary roles of this type of promotion?

Which of the following is NOT a recommended type of consumer promotion to maintain or increase market share?

Explain the purposes of consumer promotions and the useful types of consumer promotions for each.

Which of the following is true regarding advertising?

Name and describe the various partnership programs.

MINI-CASE Kraft is known for its cheese products, but this company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products that are sold in grocery stores. A large portion of Kraft's marketing communication budget (i.e., more than 50 percent) is spent on incentives given to wholesalers and retailers to get its products to the consumers. -Refer to Mini-Case. What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products? Discuss different examples of this type of promotion.

MINI-CASE Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase. -Refer to Mini-Case. What type of consumer promotion is the toy in the Happy Meal?

Which of the following is NOT a recommended type of consumer promotion in the reminder stage?