Which of the following is true of promotional pricing?
A) It leads to 'deal-prone' customers who buy products only during sales.
B) It fortifies the brand's image in the eyes of customers if relied upon extensively.
C) It simplifies shopping for customers if used simultaneously by multiple stores.
D) It makes balancing short-term sales incentives against long-term brand building unnecessary.
E) It is extremely beneficial for the brand's profitability if practiced repeatedly.
A
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Some analysts prefer the indirect method for the preparation of the cash flow statement because the size and direction of the items reconciling net income to net operating cash flow provide a yardstick for measuring the:
A. current ratio. B. rate of dividends. C. return on assets. D. quality of earnings.
Category membership is seen as the products which function as close substitutes of a brand
Indicate whether the statement is true or false
Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text)
A) outgoing envelope B) cover letter C) questionnaire D) incentive
Ethical issues arise when ________
A) client firms such as tobacco companies, use marketing research findings to formulate questionable marketing programs B) a client distorts the research findings to develop a biased advertising campaign that makes brand claims that have not been substantiated by marketing research C) the marketing research problem is defined to suit hidden agendas D) All of the above are correct.