Describe the four phases of a communication plan.
What will be an ideal response?
(1) In the prechange phase, change agents will seek approval from top management; (2) In the developing the need for change phase, change agents will explain the needs for change and clarify the process and rationale; (3) In the midstream change phase, change agents must update people on process and collect feedback; (4) In the confirming the change phase, change agents should communicate and celebrate the success.
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A bounce-back coupon is:
A) not immediately redeemable B) not normally distributed by a manufacturer C) a form of premium D) used at the time the product is purchased
Define a joint venture and list some of the advantages and disadvantages
What will be an ideal response?
________ are less frequently purchased consumer products that customers compare carefully on quality, features, and benefits
A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions
An approach to segmenting consumer markets is ________ segmentation, which relies on consumer variables such as personality and AIOs (activities, interests, and opinions) to segment a market.
A. psychographic B. gender C. educational D. occupational E. geographic