Mark works for a well-known company that manufactures mattresses. To move the company's product ...

Mark works for a well-known company that manufactures mattresses. To move the company's product during the President's Day sales events held nationwide, he offered 200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. He also offers a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of:
 a. free premiums.
  b. incentives.
  c. merchandise allowances.
  d. dividends.

Question 2

The one key characteristic that all types of share is that their brand preferences are still under development.
 a. variety seekers
  b. brand-freaks
  c. heavy users
  d. emergent consumers

Question 3

The sales-promotion techniques used within the trade market are:
 a. couponing, cash allowances, incentives, and slotting fees.
  b. incentives, allowances, training programs, and cooperative advertising.
  c. case allowances, sweepstakes, couponing, and training programs.
  d. slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise allowances.

Question 4

Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?
 a. switchers
  b. brand-freaks
  c. lead users
  d. emergent consumers

Question 5

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers. Which of the following forms of sales promotion would work best?
 a. Mail sampling
  b. Self-liquidating premium
  c. Rebate
  d. Frequency programs

Question 6

As a segment, variety seekers tend to
 a. be extremely committed to a brand.
  b. buy brands based on sales, discount coupons, or other incentives.
  c. need little encouragement to continue purchasing a brand.
  d. be unusually enthusiastic and often excessive in their purchasing activities.

Question 7

Businesses like to promote their products with rebates because they:
 a. are purely based on luck.
  b. often do not get cashed in.
  c. are more popular with consumers than coupons.
  d. do not require maintenance.

Question 8

The consumers termed __________ turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won.
 a. brand freaks
  b. lead users
  c. switchers
  d. heavy users