111. Like personal selling, __________ has the advantage of being customized to match the needs of..

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111. Like personal selling, __________ has the advantage of
being customized to match the needs of specific target markets. Messages can be
developed and adapted quickly to facilitate one-to-one relationships with
customers.
a) direct marketing
b) advertising
c) a sales promotion
d) publicity
e) a public service announcement

112. Which of the following factors influence a firm’s
promotional mix decisions?
a) The target audience for the promotion
b) The stage of the product’s life cycle
c) Characteristics of the product
d) Decision stage of the buyer
e) All of the above factors influence a firm’s
promotional mix decisions

113. Which promotional element is particularly important to
business buyers?
a) Advertising
b) Personal selling
c) Publicity
d) Sales promotion
e) Rebates

114. At which stage in the product life cycle would a
company’s promotional objective most likely be to increase the level of
consumer awareness?
a) Introduction
b) Growth
c) Maturity
d) Decline
e) Harvesting

115. There’s a new prescription drug on the market that
helps reduce common allergy symptoms. Ads for the medicine in magazines and in
medical journals would be primarily used to __________.
a) remind customers that such a product exists
b) increase the level of customer awareness of the
product
c) differentiate the product from all other medications
d) support a product penetration distribution strategy
e) help in harvesting the product

116. Marketers can communicate best with Generation Y
consumers by __________.
a) using TV ads since this generation watches TV more
than any other
b) placing ads on Power 98
c) using the 32-hour approach
d) integrating new media into their campaigns
e) doing none of the above

117. Informing the
consumer is the promotional objective during which stage of the product life
cycle as shown in Figure 18-3?
a) Introduction
b) Growth
c) Maturity
d) Decline
e) All of the above

118. Persuading the consumer to buy the product rather than substitutes
is the promotional objective during which stage of the product life cycle as
shown in Figure 18-3?
a) Introduction
b) Growth
c) Maturity
d) Decline
e) All of the above

119. Reminding buyers of the product’s existence is the
promotional objective during which stage of the product life cycle as shown in
Figure 18-3?
a) Introduction
b) Growth
c) Maturity
d) Decline
e) All of the above

120. The promotional objective of the decline stage of the
product life cycle as shown in Figure 18-3 is to __________.
a) inform
b) persuade
c) compare
d) remind
e) do none of the above

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