Julie is on a tight budget and usually purchases store brands of products. However, she purchased a higher quality national brand of shampoo with a coupon that reduced the price enough for her to be able to purchase it. Which type of reward did Julie obtain from using the coupon?
a. delayed
b. informational
c. utilitarian
d. hedonic
e. rational
Question 2Which of the following is mutually reinforcing with attitudes?
a. loyalty
b. first impression
c. belief
d. expectation
e. awareness
Question 3Consumers who take part in sales promotions receive utilitarian, or functional, benefits. Which of the following is NOT a functional benefit?
a. achieving a need for stimulation
b. reducing search and decision costs
c. obtaining improved product quality
d. obtaining monetary savings
e. All of these are correct.
Question 4James Denton, the marketer for Denton Cheese, distributed samples of a new cheese dish to consumers in the hope that they will form positive _____ about the product's performance, which will then lead to further purchases.
a. loyalty ties
b. expectations
c. awareness
d. beliefs
e. attitude reinforcements
Question 5Which statement best summarizes the way in which promotion agencies a valuable resource for brand managers?
a. They are able to plan promotions and carry through their implementation.
b. They are able to create advertising messages and buy advertising media.
c. They are able to implement the promotion strategies planned by ad agencies.
d. They are able to plan promotions to be carried out by ad agencies.
e. They are best suited for implementing introductory advertising campaigns.
Question 6Which marcom tool is best at encouraging trial purchases?
a. launch event
b. personal selling
c. public relations
d. sales promotion
e. point-of-purchase displays
Question 7Which of the following is NOT a general category of objectives for using promotions?
a. generating trial
b. encouraging repeat purchasing
c. reinforcing brand image
d. encouraging utilitarian attitudes
e. All of these are correct.
Question 8Owners of Sun Buns, Incorporated, a new beach-side California baker, want to make sure that consumers are aware of their baked goods, but they also want to persuade consumers that their products are more nutritious than competitive brands. Their ads will be designed to move consumers from the awareness state of the hierarchy-of-effects model to what stage?
a. brand loyalty
b. trial
c. expectation
d. unawareness
e. preference
Question 9Consumer promotions are capable of achieving which of the following sales-influencing objective?
a. gaining trade support for inventorying increased quantities of a brand
b. entering new markets with established brands
c. promoting trial among consumers
d. enhancing a brand's image
e. All of these are correct.
Question 10Which is the top rung on the hierarchy of marcom effects?
a. awareness
b. beliefs
c. attitudes
d. expectations
e. brand loyalty
Question 11What type of promotions might be employed by promotion agencies that emphasize online promotions?
a. coupons
b. sweepstakes offers
c. free sample offerings
d. promotional games
e. All of these are correct.
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