Chapter 16 – Sales Promotion
80. (p. 545) Sweepstakes and contests:
81. (p. 547) Which of the following sales promotion techniques is impacted negatively by the
presence of professionals or hobbyists who take advantage of the promotion without making a
purchase?
Chapter 16 – Sales Promotion
82. (p. 547) Which of the following statements is true about rebates?
83. (p. 547) The redemption rate for refunds is lower than that for coupons because:
Chapter 16 – Sales Promotion
84. (p. 549) Acushnet ran a promotion offering a box of fifteen Pinnacle golf balls for the same
price as twelve balls. This is an example of a:
85. (p. 550) Bonus packs:
Chapter 16 – Sales Promotion
86. (p. 550–551) When reductions from the regular price of a product are offered at the point-of-
purchase through specially marked packages, a marketer is using a:
87. (p. 552) Super-Sav supermarket gives customers VIC (very important customer) cards,
which allows customers to take advantage of additional discounts on certain products and
notification of special, customer-only sales. In addition, customers can accrue points each
time they present their cards. These points can be used to purchase cookware, dishes, and
other similar hard goods. Super-Sav is using a:
Chapter 16 – Sales Promotion
88. (p. 552) Every time Beth buys a book at Waldenbooks, she presents her Waldenbooks card,
and the sales associate enters her purchase in a database. When she has purchased five books
at regular price, she is sent a coupon for a free book to be picked out on her next visit to the
store. This is an example of a:
89. (p. 552) Why have frequency programs become so popular with marketers?
Chapter 16 – Sales Promotion
90. (p. 553) Coors Light beer’s heavy financial involvement with and support of freestyle skiing
competitions, beach volleyball tournaments, and other sporting events are examples of:
91. (p. 553) May is National Arthritis Month. To celebrate this month, the manufacturer of Aleve
pain reliever sponsored fundraiser walks to raise money to find a cure for arthritis. Aleve’s
manufacturer engaged in:
Chapter 16 – Sales Promotion
92. (p. 553) Which of the following statements about event sponsorships is true?
93. (p. 557) Programs involving cash payments directly to the sales force to reward them for
selling the manufacturer’s products involve the use of:
Chapter 16 – Sales Promotion
94. (p. 557) Which of the following promotions is targeted toward the trade rather than
consumers?
95. (p. 557) An appliance manufacturer offers a $50 payment to salespeople who work at
Rutgers Appliance if they sell one of the company’s new refrigerators. This payment is known
as:
Chapter 16 – Sales Promotion
96. (p. 557) Another term used for push money that is given to retailers’ or wholesalers’ sales
staff to encourage them to promote and sell a company’s product is:
97. (p. 557) A discount or deal offered to a retailer or wholesaler to encourage them to stock,
promote or display a manufacturer’s product is known as:
Chapter 16 – Sales Promotion
98. (p. 557) Ocean Spray offers its retail accounts a $3.00 per case discount on all of the
cranberry juice they purchase during the month of May. This discount will be deducted
straight from the bill. This is an example of:
99. (p. 557) Payments offered by manufacturers to resellers for merchandising products or
running special in-store programs are called:
Chapter 16 – Sales Promotion
100. (p. 558) Money that must be paid to a retailer so it will take on a company’s new product is
known as:
101. (p. 558) Which of the following statements is true about the slotting allowances charged by
many retailers?
Chapter 16 – Sales Promotion
102. (p. 558) Some retailers have demanded payment for new products that do not reach a
minimum sales target. These payments are called:
103. (p. 559) A _____ is a configuration of products that occupy a shelf section in a store offered
to resellers by manufacturers.
Chapter 16 – Sales Promotion
104. (p. 559) Nordica provides sales personnel in ski shops with training classes, detailed
manuals, and other tools to help them better understand how to sell the company’s ski boots.
This is an example of:
105. (p. 560) _____ is an exhibition or forum where manufacturers can display their products to
current and prospective buyers.
Chapter 16 – Sales Promotion
106. (p. 560) The five resorts in the Bahamas that combined their promotional budgets to
sponsor an “It’s better in the Bahamas'” ad campaign, is an example of:
107. (p. 560) Intel and several different manufacturers of personal computers have joined to
create and sponsor ads that promote both the computer and the microprocessor by sharing the
cost of advertising. Intel and the PC manufacturers are using:
Chapter 16 – Sales Promotion
108. (p. 560) _____ is advertising sponsored in common by a group of retailers or other
organizations offering a product or service to the market.
109. (p. 560) _____ is advertising supported by raw materials or component part manufacturers
to help establish end products making use of their materials.
Chapter 16 – Sales Promotion
110. (p. 560; 561) The “Visa on the Label” program under which Visa provides uniform and linen
manufacturers with advertising monies based on the number of yards of Visa fabric they buy
from the company is an example of:
111. (p. 561) When New Balance sponsors a campaign advertising the availability of its running
shoes at FootLocker stores, this is an example of _____ advertising.
Chapter 16 – Sales Promotion
112. (p. 561) Advertising implemented by retailers and paid for (at least in part) by a
manufacturer is called:
113. (p. 562) When advertising and sales promotion efforts work well together and create sales
results greater than those achievable from either element being used alone, they are producing
a _____ effect.
Chapter 16 – Sales Promotion
114. (p. 563) Which of the following statements is true about the coordination of advertising and
sales promotion efforts?
115. (p. 565) According to attribution theory, a consumer who purchases a product on promotion
may not repurchase it because the:
Chapter 16 – Sales Promotion
116. (p. 565) Delta Airlines began offering triple miles to members of its frequent flyer program
when they took any Delta flight from New York to Miami. Then United and other airlines
immediately matched the offer, and it was believed for a long time that they all must continue
the program or lose their competitive position. This situation is an example of:
117. (p. 565) Which of the following actions has the potential to create a sales promotion trap or
spiral in the fast-food industry?
Chapter 16 – Sales Promotion
118. (p. 566) In many areas of the country, supermarkets have gotten in the trap of doubling or
even tripling manufacturers’ coupons resulting in: