Question

A. the coffee pot was an impulse product, but the digital assistant was a convenience product.
B. the coffee pot was a convenience product, but the digital assistant was a specialty product.
C. the coffee pot was a homogeneous shopping product, but the digital assistant was a heterogeneous shopping product.
D. the coffee pot was a heterogeneous shopping product, but the digital assistant was a staple.
E. the coffee pot was a specialty product, but the digital assistant was a heterogeneous shopping product.

Answer 1

Answer: C

Answer 2

a

Answer 3

TRUE

Answer 4

C

Answer 5

A

Answer 6

B) viral marketing

Answer 7

Answer: A

Answer 8

Ans: a. true

Answer 9

e

Answer 10

True

Answer 11

True

Answer 12

TRUE

Answer 13

FALSE

Answer 14

TRUE

Answer 15

Answer: A

Answer 16

D

Answer 17

D

Answer 18

An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or several issues from the platform. Although the platform sets forth the basic issues, it does not indicate how to present them.An advertising platform should consist of issues important to customers. One of the best ways to determine those issues is to survey customers about what they consider most important in the selection and use of the product involved. Selling features must not only be important to customers, they should also be strongly competitive features of the advertised brand. Research is the most effective method for determining what issues to include in an advertising platform, but customer research can be expensive.Because the advertising platform is a base on which to build the advertising message, marketers should analyze this stage carefully. It has been found that, if the message is viewed as useful, it will create greater brand trust. Campaigns will ultimately fail if the advertisements communicate information that consumers do not deem important when selecting and using the product.

Answer 19

D
Cost is a disadvantage of hiring home-country nationals: in addition to salary and commissions, the employee receives standard international assignment compensation - e.g., cost-of living allowance, housing allowance, education allowance, etc. Other disadvantages are cultural barriers, the expenses involved in training the home-country national in the local culture, the lack of local personal connections to decision makers in the local government, and the difficulty of finding employees willing to take on international assignments.

Answer 20

D

Answer 21

Answer: D

Answer 22

TRUE

Answer 23

D

Answer 24

Ans: B) stock shortages at retail; stock overages at retail

Answer 25

C

Answer 26

C

Answer 27

True

Answer 28

With the increase in online advertising and social media, marketers are able to get more feedback via the Internet.

Answer 29

Answer: E

Answer 30

Answer: D

Answer 31

B

Answer 32

c. Leaders with experienced staff are less likely to delegate control to others.

Answer 33

True

Answer 34

B

Answer 35

C

Answer 36

A

Answer 37

C

Answer 38

A marketing audit is a thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization.  It incorporates both financial and nonfinancial reporting, is mainly futuristic in nature, and is largely strategy-oriented. The marketing audit is designed to aid management in allocating marketing resources efficiently. The marketing audit looks to the future allocation of marketing resources. All companies should use the audit system to uncover potential weaknesses and identify cost-cutting opportunities. The marketing audit should be comprehensive, systematic, independently conducted, and run periodically.

Answer 39

Answer: a. true