Marketing, Sales & Customer Engagement Flashcards
7 cards from real CSP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Marketing, Sales & Customer Engagement flashcards as text
What is the significance of 'on-trade' versus 'off-trade' channels in Scotch whisky distribution?
Answer: On-trade means consumption on the premises (bars/restaurants); off-trade means retail for home consumption
Understanding on-trade versus off-trade channels is essential because pricing, presentation, and customer engagement strategies differ significantly between them.
A bar program wants to increase Scotch sales among cocktail drinkers. Which strategy is most effective?
Answer: Develop a signature Scotch cocktail menu featuring accessible, approachable expressions
Scotch cocktails serve as an entry point for new consumers and can significantly increase velocity for brands in on-trade accounts.
What does 'share of shelf' mean in Scotch retail sales?
Answer: The proportion of retail display space a brand or category occupies compared to competitors
Share of shelf reflects a brand's visibility and prominence in the retail environment, which directly influences purchase decisions.
Which pricing strategy positions a Scotch expression as ultra-premium to signal exclusivity and craftsmanship?
Answer: Prestige pricing
Prestige pricing (also called premium or luxury pricing) sets a high price point deliberately to signal quality, exclusivity, and desirability.
A whisky brand launches a collector's series with hand-numbered bottles. What marketing principle does this primarily leverage?
Answer: Scarcity and exclusivity
Hand-numbered, limited releases create artificial or genuine scarcity, driving desire among collectors and enthusiasts through exclusivity.
What role does storytelling play in Scotch whisky marketing?
Answer: It creates emotional connections that differentiate brands and build loyalty beyond the product itself
Compelling brand narratives about distillery history, master distillers, and Scottish heritage create emotional resonance that drives preference and loyalty.
Which of the following best describes a 'brand ambassador's' primary responsibilities in Scotch marketing?
Answer: Representing the brand at trade and consumer events, educating audiences, and building relationships with key accounts
Brand ambassadors serve as the human face of a whisky brand, combining education, relationship-building, and advocacy to grow brand presence.