Manufacturers estimate that retailers pass through to consumers _____ of the trade funds that they provide to retailers.
a. all
b. most
c. half
d. less than 25 percent
e. none
Question 2Evelyn Rivers is the advertising director of a chain of health clubs. She is putting together an advertisement. She wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to _____.
a. repeat the ad on multiple occasions
b. use loud music
c. use celebrities
d. use colorful ads
e. employ verbal framing
Question 3Supershop, a 450-store supermarket chain, just ordered 90,000 cases of a new product from Smyrl Company, a relatively unknown regional manufacturer. The regular selling price per case is 24, but Supershop received a 15 percent discount off the regular case price. This discount is called a(n) _____.
a. slotting allowance
b. off-invoice allowance
c. vendor support allowance
d. trade incentive
e. bill-back allowance
Question 4A marketer who uses different ad formats or a large number of screens is enhancing the consumers' motivation to attend to the message by _____.
a. appealing to hedonic needs
b. using novel stimuli
c. using prominent cues
d. increasing relevance of brand
e. using motion
Question 5General Mills periodically offers a deal to the trade that permits retailers to deduct 15 percent from the invoice merely by placing an order during the period which General Mills is dealing a brand. This is an example of which type of trade promotion?
a. bill-back allowance
b. slotting allowance
c. stocking allowance
d. off-invoice allowance
e. deductible allowance
Question 6A marketer who is using colorful ads is enhancing the consumers' _____.
a. motivation to attend to the message
b. motivation to process brand information
c. opportunity to encode information
d. opportunity to reduce processing time
e. ability to access knowledge structures
Question 7Deals offered periodically to the trade that permit retailers to deduct a fixed amount from the invoice are called _____.
a. pay-for-performance
b. exit fees
c. off-invoice allowances
d. slotting allowances
e. bill-back allowances
Question 8Marketers can enhance consumers' motivation to attend to a message by _____.
a. increasing curiosity about the brand
b. repeating the ad on multiple occasions
c. employing verbal framing
d. appealing to hedonic needs
e. using concretizations
Question 9Which of the following is a form of trade allowance?
a. off-invoice allowance
b. bill-forward allowance
c. push allowance
d. reorder allowance
e. All of these are correct.
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