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Marketing Strategy Study Set 2

Business

Quiz 6 :

The Marketing Program

Quiz 6 :

The Marketing Program

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Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?
Free
Multiple Choice
Answer:

Answer:

E

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In the Mercedes dealer network, individual dealers are given the sole right to sell Mercedes vehicles within a defined geographic area. What type of distribution does Mercedes employ?
Free
Multiple Choice
Answer:

Answer:

A

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The AIDA model stands for attention, interest, desire, and action.
Free
True False
Answer:

Answer:

True

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To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate __________ by convincing potential customers of the product's superiority and its ability to satisfy specific needs.
Multiple Choice
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Overall, what is the major disadvantage associated with the use of public relations and publicity?
Multiple Choice
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The goal of __________ is to maximize sales, gain widespread market acceptance, and capture a large market share quickly by setting a relatively low initial price.
Multiple Choice
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The distribution system used for Juicy Fruit gum would be selective distribution.
True False
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Even when prices go up, demand for gasoline does not go down too significantly because people still need to drive. This makes gasoline a highly elastic product.
True False
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Procter & Gamble's introduction of a national chain of car washes would be a new product line for the company.
True False
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Personal selling is the most precise form of communication because it assures companies that they are in direct contact with an excellent prospect.
True False
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Walmart has threatened to cut off business from a supplier if it does not lower its prices. This is an example of legitimate power.​
True False
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In the context of IMC strategy, what is the difference between public relations and publicity?
Multiple Choice
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Instead of cutting prices, it is often a better idea for a firm to find ways to build value into the product and justify the current price.
True False
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Hallmark is a good example of a company that uses __________ distribution as a means of offering two or more lines of the same merchandise through two or more channels
Multiple Choice
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Why are firms so obsessed with the pricing element of the marketing mix?
Multiple Choice
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A buying allowance is a type of consumer sales promotion.​
True False
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Firestone carefully watches the automotive market to ascertain the demand for cars, SUVs, and trucks. Firestone does this because the demand for its products is dependent on the demand for automobiles. This situation describes __________.
Multiple Choice
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The product mix consists of a group of closely related ​product items.
True False
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Today, though cutting expenses is still a main factor, the desire of many firms to focus on core competencies is a driving force behind the increase in:
Multiple Choice
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A feature article is a few pages of typewritten copy typically fewer than 300 words used to draw attention to a company event, product, or person affiliated with the firm.
True False
Answer:
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