Influencers generally do not come across as selling anything to consumers, but are perceived as
A) celebrities pitching other celebrities' products.
B) marketers offering sales promotions and other incentives.
C) official, paid spokespersons talking up nationally known brands.
D) publicity seekers looking for a moment's fame in the media.
E) experts and mavens providing opinion about products.
E
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Most organizations have more than one component in their marketing mix,
A) which is the reason why marketers need to target more than one audience. B) therefore, truly measuring consumer behavior is virtually impossible. C) thus making it difficult to isolate the effect of any single effort. D) unless they are using the MPR process, which is not part of the marketing mix. E) which means marketers can demonstrate clear and direct links between marketing and sales.
Analyzing and limiting the impact that identified issues may have on a person or organization is one of the five steps in the issues management process
Indicate whether the statement is true or false
A professor, dissatisfied with a product he's purchased, bad mouths the product to his class, resulting in decreased market share (since the students believe everything he tells them). The manufacturer suffers:
A) an internal failure cost. B) an external failure cost. C) a prevention cost. D) an appraisal cost.
Financing a portion of a firm's assets with securities bearing a fixed rate of return in hopes of
increasing the return to stockholders refers to A) financial leverage. B) combined leverage. C) operating leverage. D) business risk.