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
|
|
Term
| Give an example of a push strategy |
|
Definition
| A soft drink manufacturer sending point-of-purchase displays to grocery stores. |
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
| Shift regarding pull and push in recent years. |
|
Definition
|
|
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
|
|
Term
| Deals offered periodically to the trade that permit retailers to deduct a fixed amount from the invoice are called _____> |
|
Definition
|
|
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
|
|
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
|
|
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
|
|
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
|
|
Term
| The practice of forward buying is also known as .... |
|
Definition
|
|
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
|
|
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
|
|
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
|
|
Term
| The combined effects of advertising and display interact _____ in regards to a dealt brand's retail sales. |
|
Definition
|
|
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
|
|
