Chapter 14

Question 1

Case Allowance

Answer 1

A discount to the retailer or wholesaler based on the volume of the product ordered

Question 2

Merchandise Allowance

Answer 2

Reimburses the retailer for in-store support of the product

Question 3

Point-of-Purchase displays

Answer 3

In-store displays and sign

Question 4

Cooperative advertising

Answer 4

A sales promotion where the manufacturer and the retailer share the cost (of advertising)

Question 5

Promotional products

Answer 5

Goodies such as coffee mugs, t-shirts, and magnets given away to build awareness for a sponsor

Question 6

Direct marketing

Answer 6

Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product

Question 7

Catalog

Answer 7

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items

Question 8

Direct mail

Answer 8

A brochure or pamphlet that offers a specific good or service at one point in time

Question 9

Telemarketing

Answer 9

The use of a telephone to sell directly to consumers and business customers

Question 10

Personal selling

Answer 10

Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service

Question 11

Prospecting

Answer 11

A part of the selling process that includes identifying and developing a list of potential or prospective customers