Which of the following is true of product lines?
a. They mandate a separate marketing strategy for each line.
b. They provide economies of scale in advertising.
c. They involve greater transportation and warehousing costs than product items.
d. They help distinguish each version of a product from the others offered by a company.
ANSWER: b
Product lines provide economies of scale in advertising. Several products can be advertised under the umbrella of a line. For example, Campbell's can talk about its soups being "M'm, M'm, Good!" and promote the entire line.
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Public relations builds good relations with a firm's publics by
A) offering consumers sales incentives to buy products. B) creating advertising messages on behalf of sponsors. C) researching and developing products consumers really want. D) communicating only when unfavorable news surfaces. E) obtaining favorable publicity and developing a positive corporate image.
Why are commissioned reports an expensive source of data for market sizing?
A) They are of an expansive nature and cover multiple disciplines or industries. B) They can be compiled in a short amount of time and researchers charge a premium for the time-efficient service. C) They are written by industry experts and researchers. D) They require significant labor for collection of data.
The equivalent of a storefront for a Web retailer is its home page
Indicate whether the statement is true or false
Writers often include additional information in the introduction to a formal report. Which of the following would not be appropriate to include in the introduction?
A) Describing your secondary sources and explaining how you collected primary data B) Summarizing what other authors and researchers have published on the report topic C) Providing a detailed analysis of the problem D) Defining key terms