Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company
How will Karl's communications strategy look over the course of the mobile phones' life cycle?
Mobile phones have relatively short life cycles. In the introduction stage of the phones' life cycle, advertising, events and experiences, and publicity have the highest cost-effectiveness. In-store personal selling helps improve distribution coverage, while sales promotions such as discounted accessories, freebies etc., help induce trial. In the growth stage, demand has its own momentum through word of mouth and interactive marketing. Web sites are effective tools during the growth stage. As the phones reach the maturity stage, advertising, promotional events and experiences, and personal selling again become more important. As the phones enter the decline stage of their life cycle, sales promotion takes over as the most important tool in the marketing communications mix, even as other communication tools are reduced, and salespeople give the phones only minimal attention.
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In a study the researcher was investigating attitudes toward airlines among male middle managers
Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?) to determine why it was important (I can get more work done) and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________. A) hidden issue questioning B) symbolic analysis C) laddering D) none of the above
The forward market hedge is less flexible than the currency option hedge.
Answer the following statement true (T) or false (F)
Enunciation refers to
a. the rising and falling of the voice. b. pronouncing all the sounds in a word clearly. c. a monotone voice. d. using complete sentences.
Title VII of the Civil Rights Act does not apply to firms operating outside of the United States
Indicate whether the statement is true or false