A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats. It is the first product of its type to enter the marketplace
What promotional mix would the company most likely use with this new product? Why?
In the introduction phase, the objective is to build product awareness among consumers. Advertising is the primary promotional tool for creating awareness, and a publicity campaign to generate news reports about the eye drops may help as well. Sales promotions will encourage trial. Personal selling is important to get channel members to carry the product and to encourage veterinarians to recommend the use of the drops. Trade promotions may be useful to encourage retailers to carry the items.
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According to this leadership approach, leaders should be held accountable for failing to anticipate future trends and problems in the organization because leaders should possess foresight.
A. path–goal leadership B. servant leadership C. leader–member exchange D. transformational leadership
Part of a new leader’s job is to continue to be the best achiever and shining star on the staff.
a. True b. False
A sales representative calls on a prospective business customer only to find that the customer has an established relationship with another supplier that seems to be working well. The customer is not interested in considering other suppliers. The customer is currently in a ________ situation.
A. new-task buying B. modified rebuy C. straight rebuy D. limited problem solving E. extensive problem solving
In the U.S., which of the five basic modes of transportation is responsible for the largest volume (in tons) of domestic freight hauled?
a. Rail b. Truck c. Pipeline d. Water