Question 1

In general,consumers are more responsive to delayed rewards because they are usually larger than immediate rewards.

Accepted Answer

A) True 
 B)False

Question 2

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

A)   delayed
B)   hedonic
C)   unconditional
D)   informational
E)   immediate

Question 3

The major method for distributing coupons in the United States is _____.

Accepted Answer

A)   free standing inserts
B)   scanner-delivered
C)   mail-delivered
D)   media-delivered
E)   in-pack

Question 4

Only a small amount of couponing occurs in France because ____.

Accepted Answer

A)   the government limits the face value of coupons to 1 percent of the product's value
B)   the few chains that control the retail grocery market generally oppose couponing
C)   the people are generally opposed to the idea of couponing
D)   everyday low pricing is very widespread
E)   prices are already reduced due to fierce competition

Question 5

All promotion techniques provide consumers with _____ that encourage(s) certain forms of behavior.

Accepted Answer

A)   rewards
B)   monetary savings
C)   a need for stimulation
D)   reinforcement of hedonistic attitudes
E)   reinforcement of utilitarian attitudes

Question 6

Which of the following is a problem with the use of sampling?

Accepted Answer

A)   consumers are not receptive to them
B)   not effective in generating trial
C)   in-store sampling often fails to reach sufficient numbers of consumers to justify its expense
D)   inability to target effectively
E)   limited creative possibilities

Question 7

Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.

Accepted Answer

As can be seen in Table 19.1,several dif...

Question 8

Mail-delivered coupons are generally used for _____.

Accepted Answer

A)   luxury products
B)   products in the growth stage of the product life cycle
C)   introducing new or improved products
D)   products in the maturity stage of the product life cycle
E)   services

Question 9

Kenner,Inc.manufactures paper products and has decided to offer coupons in free standing inserts.What company could distribute these coupons for this manufacturer?

Accepted Answer

A)   Simmons Market Research Bureau
B)   Arbitron
C)   Statistical Research, Inc.
D)   Valassis Inserts
E)   Val-Pak Inserts

Question 10

Major package goods companies are experimenting with coupon offers to mobile phone users.This is an example of _____ couponing.

Accepted Answer

A)   internet
B)   web-generated
C)   wireless
D)   direct technology
E)   paperless

Question 11

Promotion alone can create a successful product.

Accepted Answer

A) True 
 B)False

Question 12

Val-Pak Direct Marketing Systems _____.

Accepted Answer

A)   measures the effectiveness of newspaper advertisements
B)   manufactures point-of-purchase displays
C)   distributes free standing insert coupons
D)   is an advertising agency
E)   is a cooperative program for distributing coupons via direct mail

Question 13

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

Accepted Answer

A)   direct mail
B)   newspapers and magazines
C)   in-store
D)   high-traffic locations and events
E)   All of these are correct.

Question 14

Most consumers revert to their pre-coupon brand choice _____ after redeeming a competitive brand's coupon.

Accepted Answer

A)   immediately
B)   within two weeks
C)   within three weeks
D)   within one month
E)   within two months

Question 15

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon?

Accepted Answer

A)   point-of-purchase coupons
B)   online coupons
C)   in-pack coupons
D)   on-pack coupons
E)   FSI coupons

Question 16

Which of the following is a major form of couponing activity?

Accepted Answer

A)   point-of-purchase coupons
B)   mail- and media-delivered coupons
C)   in- and on-pack coupons
D)   online coupons
E)   All of these are correct.

Question 17

Which of the following parties can be involved in coupon misredemption?

Accepted Answer

A)   consumers
B)   store clerks
C)   store management
D)   clearinghouses
E)   All of these are correct.

Question 18

Which type of coupons achieve the highest household penetration?

Accepted Answer

A)   point-of-purchase coupons
B)   mail-delivered coupons
C)   newspaper-delivered coupons
D)   on-pack coupons
E)   online coupons

Question 19

_____ are the starting points for all consumer promotions decisions.

Accepted Answer

A)   Budget considerations and consumer research
B)   Message and media choices
C)   Product or service features
D)   Price and distribution strategies
E)   Target marketing and brand positioning

Question 20

Which of the following is a point-of-purchase form of coupon?

Accepted Answer

A)   FSI coupon
B)   instantly redeemable coupon
C)   in-pack coupon
D)   on-pack coupon
E)   online coupon

Exam 19: Consumer Sales Promotion: Sampling and Couponing

Only a small amount of couponing occurs in France because ____.

Correct AnswerverifiedShow Answer

Kenner,Inc.manufactures paper products and has decided to offer coupons in free standing inserts.What company could distribute these coupons for this manufacturer?

Correct AnswerverifiedShow Answer

Most consumers revert to their pre-coupon brand choice _____ after redeeming a competitive brand's coupon.

Correct AnswerverifiedShow Answer

In general,consumers are more responsive to delayed rewards because they are usually larger than immediate rewards.

Correct AnswerverifiedShow Answer

Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.

Correct AnswerverifiedAs can be seen in Table 19.1,several dif...View AnswerShow Answer

Mail-delivered coupons are generally used for _____.

Correct AnswerverifiedShow Answer

Which of the following parties can be involved in coupon misredemption?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which type of coupons achieve the highest household penetration?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

The major method for distributing coupons in the United States is _____.

Correct AnswerverifiedShow Answer

Which of the following is a major form of couponing activity?

Correct AnswerverifiedShow Answer

All promotion techniques provide consumers with _____ that encourage(s) certain forms of behavior.

Correct AnswerverifiedShow Answer

_____ are the starting points for all consumer promotions decisions.

Correct AnswerverifiedShow Answer

Major package goods companies are experimenting with coupon offers to mobile phone users.This is an example of _____ couponing.

Correct AnswerverifiedShow Answer

Val-Pak Direct Marketing Systems _____.

Correct AnswerverifiedShow Answer

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon?

Correct AnswerverifiedShow Answer

Which of the following is a problem with the use of sampling?

Correct AnswerverifiedShow Answer

Promotion alone can create a successful product.

Correct AnswerverifiedShow Answer

Which of the following is a point-of-purchase form of coupon?

Correct AnswerverifiedShow Answer

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As can be seen in Table 19.1,several dif...
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