A reason for the growth of sales promotion is ____.
a. the increase in power for the manufacturers over the grocery stores
b. decreased brand parity and price sensitivity
c. increased brand loyalty
d. increased media effectiveness
e. emphasis on short-term results in corporate-reward structures
Question 2The best type of question to use to uncover motivations and rich descriptions of feelings and attitudes is
a. leading.
b. closed-ended.
c. fixed-alternative.
d. open-ended.
e. projective.
Question 3According to the American Society for Quality, the six-sigma level of quality allows no more than _____ defects per million.
a. 1.2
b. 2.3
c. 3.4
d. 4.5
Question 4It is not possible for marketers to obtain metrics from campaigns that take place off the website.
Indicate whether the statement is true or false
Question 5A major international study conducted in Germany, Japan, the United Kingdom, and the United States found that price-related promotions have ____ impact on a brand's long-term sales or on consumers' repeat buying loyalty.
a. a large positive
b. a slight positive
c. virtually no
d. a slight negative
e. a large negative
Question 6A split-ballot refers to
a. the practice of using different phrasing or different orders for the alternatives on subsets of questionnaires to combat order bias.
b. the practice of splitting the questionnaire responses in half for more accurate analysis.
c. an administrative procedure in state elections.
d. averaging in scale construction.
e. None of these are correct.
Question 7A(n) ______ system begins with a tag, which contains a chip with a unique identifying code. As the product moves along the supply chain, its movements are recorded and sent to a tracking database.
a. RFID
b. EDI
c. ERP
d. SaaS
Question 8Audience measures include profile data about all website visitors.
Indicate whether the statement is true or false
Question 9Which of the following is a factor accounting for the shift from consumer advertising to promotion?
a. manufacturers have more power over retailers
b. increased brand parity and price sensitivity
c. increased brand loyalty
d. increased effectiveness of mass media
e. long-term corporate orientation
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