MKTG 361 Exam 3 Newman UPDATED
QUESTIONS AND CORRECT ANSWERS
Characteristics of successful frequent shopper programs - CORRECT ANSWER -Transparent
and simple
-Have tied rewards based on customer value
-Offer choices of rewards
-Reward all transactions
-Incorporate charitable contributions
Different forms of retail communications (advertising, sales promotions, in-store marketing, public
relations, personal selling, online marketing) - CORRECT ANSWER -Advertising
-Sales Promotions
-In- Store Marketing
-Public Relations
-Personal Selling
-Online Marketing
Advertising - CORRECT ANSWER messages that are paid for by the sellers(retailers and/or
manufacturers)
Sales Promotions - CORRECT ANSWER special incentives or excitement- building programs
In- Store Marketing - CORRECT ANSWER goal is to not just change shoppers opinions of
products, but to change their actual purchases, create win win outcomes for retailers, manufacturers,
and shopper
Public Relations - CORRECT ANSWER manage communications and relationships to foster
goodwill and understanding, build and maintain positive image of retailer, generate favorable
publicity
Personal Selling - CORRECT ANSWER sales associates satisfy customers needs through face-
to-face exchanges of information
, Online Marketing - CORRECT ANSWER websites, email, apps, mobile commerce, blogs,
social media
Product Placement - CORRECT ANSWER PR strategy that involves getting a product name to
appear in a tv show or movie
Specific types of promotions - CORRECT ANSWER coupons, rebates, sampling
coupons - CORRECT ANSWER retailers & manufacturers offer price discounts on items when
purchased, 70% of all promotional spending in the us.
rebates - CORRECT ANSWER manufacturer issues partial cash refund to consumers after
purchase
sampling - CORRECT ANSWER allows consumers to try a product at no cost, not very
popular anymore, big overhead costs, very effective
Rebates vs. coupons - CORRECT ANSWER Rebates = only offered by the manufacturer
Coupons = offered from the manufacturer or the retailer
shopper marketing - CORRECT ANSWER joint initiatives b/w retailers & manufacturers
designed to influence consumers while in "shopping mode"
hedonic benefits vs. utilitarian benefits - CORRECT ANSWER Hedonic Benefits = customers
have an entertaining and enjoyable shopping experience (experiential shoppers)
Utilitarian Benefits = customers can locate and purchase products in a timely manner (task oriented
shoppers)
task-oriented vs. experiential shoppers - CORRECT ANSWER Experiential Shoppers = they
wants a great experience and are more likely to try new products
Task Oriented Shoppers = are in and out of the store, they are there for the items they want and that's
all
QUESTIONS AND CORRECT ANSWERS
Characteristics of successful frequent shopper programs - CORRECT ANSWER -Transparent
and simple
-Have tied rewards based on customer value
-Offer choices of rewards
-Reward all transactions
-Incorporate charitable contributions
Different forms of retail communications (advertising, sales promotions, in-store marketing, public
relations, personal selling, online marketing) - CORRECT ANSWER -Advertising
-Sales Promotions
-In- Store Marketing
-Public Relations
-Personal Selling
-Online Marketing
Advertising - CORRECT ANSWER messages that are paid for by the sellers(retailers and/or
manufacturers)
Sales Promotions - CORRECT ANSWER special incentives or excitement- building programs
In- Store Marketing - CORRECT ANSWER goal is to not just change shoppers opinions of
products, but to change their actual purchases, create win win outcomes for retailers, manufacturers,
and shopper
Public Relations - CORRECT ANSWER manage communications and relationships to foster
goodwill and understanding, build and maintain positive image of retailer, generate favorable
publicity
Personal Selling - CORRECT ANSWER sales associates satisfy customers needs through face-
to-face exchanges of information
, Online Marketing - CORRECT ANSWER websites, email, apps, mobile commerce, blogs,
social media
Product Placement - CORRECT ANSWER PR strategy that involves getting a product name to
appear in a tv show or movie
Specific types of promotions - CORRECT ANSWER coupons, rebates, sampling
coupons - CORRECT ANSWER retailers & manufacturers offer price discounts on items when
purchased, 70% of all promotional spending in the us.
rebates - CORRECT ANSWER manufacturer issues partial cash refund to consumers after
purchase
sampling - CORRECT ANSWER allows consumers to try a product at no cost, not very
popular anymore, big overhead costs, very effective
Rebates vs. coupons - CORRECT ANSWER Rebates = only offered by the manufacturer
Coupons = offered from the manufacturer or the retailer
shopper marketing - CORRECT ANSWER joint initiatives b/w retailers & manufacturers
designed to influence consumers while in "shopping mode"
hedonic benefits vs. utilitarian benefits - CORRECT ANSWER Hedonic Benefits = customers
have an entertaining and enjoyable shopping experience (experiential shoppers)
Utilitarian Benefits = customers can locate and purchase products in a timely manner (task oriented
shoppers)
task-oriented vs. experiential shoppers - CORRECT ANSWER Experiential Shoppers = they
wants a great experience and are more likely to try new products
Task Oriented Shoppers = are in and out of the store, they are there for the items they want and that's
all
