Messages flowing downward such as information about procedures, equipment, or customer service generally use ________
A) the indirect strategy
B) the direct strategy
C) monetary bribes
D) skillful appeals to indirect benefits
B
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Why do firms employ more than one persona to gather information about target consumers?
A) Within a group, consumers usually exhibit similar tastes and preferences. B) The distribution of income and wealth are more or less equal across different customer segments. C) Although customers have unique needs, essentially their basic needs and requirements are the same. D) Any target market may have a range of consumers who vary along a number of key dimensions. E) The firms want to provide consumers with a greater number of product choices.
In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?
A) direct B) preference C) derived D) indirect
The sum of two component costs-separation and replacement-represents the total cost of employee turnover for the period in question.
Answer the following statement true (T) or false (F)
Service companies do not have product costs, so they often consider all operating expenses as part of their cost of service
Indicate whether the statement is true or false