QUESTION
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling.advertising.public relations.individual promotion.personal promotion.2 points
QUESTION
Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?
publicity examples.direct marketing techniques.advertising techniques.personal selling techniques.sales promotion techniques.2 points
QUESTION
Chris sees a television commercial for Arby’s promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby’s for a roast beef feast, but is told that the special offer is not available at that location. Arby’s seems to lack
channel capacity.promotional efforts.integrated marketing communications.coordinated awareness.communication.2 points
QUESTION
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of
sales promotion.publicity.personal selling.direct marketing.social media.2 points
QUESTION
A major benefit of using event sponsorship is that it
is cost-free.neutralizes the effects of unfavorable public relations.enhances personal selling efforts.can provide large amounts of free media coverage.provides excellent support for advertisements.2 points
QUESTION
Children often achieve ____ by observing parents and older siblings in purchase situations and then through their own purchase experiences.
consumer socializationsocial classpersonalityattitude formationrole identification2 points
QUESTION
A major determining factor in deciding which type of problem-solving process should be used depends on the individual’s intensity of interest in a product and the importance of the product for that person. This is known as an individual’s
level of involvement.routinized response behavior.motivational structure.evaluative criteria.cognitive dissonance.2 points
QUESTION
The three major categories of influences on the consumer buying decision process are:
social influences, situational influences, and marketer-dominated influences.situational influences, social influences, and psychological influences.situational influences, demographic influences, and psychological influences.marketer-dominated influences, psychological influences, and person-specific influences.demographic influences, situational influences, and marketer-dominated influences.2 points
QUESTION
In a period of economic recovery, the best marketing strategy for FedEx would be characterized by which of the following features?
AusterityBoldnessFlexibilityAggressivenessRetrenchment
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