Which of the following approaches to message reinforcement is most effective for products that are purchased more frequently at some times of the year than at others?
A) an average frequency strategy
B) a gross frequency strategy
C) a pulsing strategy
D) a benchmarking strategy
E) a heavy-up exposure pattern
E
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In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer
A) niche B) mass C) guerrilla D) segmented E) differentiated
The salesperson's ________ contains the central information provided in the sales presentation.
A. business proposition B. customer profile C. customer benefit plan D. sales call objective E. marketing plan
Which of the following occurs when people remember the most recently presented items of experiences?
A. primacy effect B. availability bias C. attribution errors D. recency effect
Eva Gomez is considering investing money in the common stock of Casa Corporation. She has obtained the annual report of the company and calculated the ratios presented in your text. Eva knows that her calculations are accurate, but does not know if the
ratios indicate favorable or unfavorable things about the company. What three standards of comparison are available to Eva? What would each of the standards tell her about her ratios?