The key to a successful action phase in the AIDA model is
A) getting readers to change their minds.
B) increasing the audience's awareness of your product or service.
C) making the action you propose simple and easy.
D) creating a win-lose situation, with you as the winner.
E) reproaching the audience for not taking action sooner.
Answer: C
Explanation: C) Consumers have many choices. If you want them to take action on your product, you need to remove all obstacles to taking that action. That is why, for example, magazine subscription ads include a prepaid "bill me later" card that customers just pop in the mail. Companies know customers are much more likely to make a purchase if the process is quick and easy to carry out.
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When museums charge a lower admission fee to students and senior citizens, this form of price discrimination is known as ________ pricing
A) location B) channel C) customer-segment D) special-customer E) loss-leader
What is the only word in the Arnold, Fletcher, and Hobson abstract (see Qualitative Sport Management Study) that gives the reader an indication that the researchers have used a qualitative research approach?
A. Results B. Negative Effects C. Positive Effects D. Interviewed
In a marketing plan, the ________ state what the marketing function must accomplish to achieve overall business objectives
A) situation analyses B) strategic plans C) marketing objectives D) market development strategies E) marketing controls
Convenience Store Chain Emails Good News You are the vice president of operations for a large convenience store chain that is located throughout approximately half of the United States. The chain has undergone some tough financial times, but sales from
the first quarter have exceeded expectations. The company had planned to sell $600 million in merchandise during the quarter and instead sold $650 million. The Western Region was largely responsible for the increase in overall company sales. George Winter, the director of the Western Region, ran a sales promotion contest that boosted his sales results by 20 percent. The contest, called "Just Ask!" required all participants to conduct suggestive selling of merchandise infrequently purchased by customers, such as milk, juice, and bread. The winning district in the contest received $1,000 in prize money, to be split among employees in that store. Required: Write an email message to all employees that conveys the good news and congratulates George Winter.