
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Which of the following is not a possible reason for the shift in company focus from Advertising to sales promotion?
a.
Declining brand loyalty
b.
Retailers have become larger and more powerful
c.
Increased consumer sensitivity to promotional deals.
d.
Increased customer liking for celebrities like footballers and movie actors
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- Indicate the type of sales promotion that a producer might use in each of the following situations and briefly explain your reasons: a. A firm has developed an improved razor blade and obtained distribution, but customers are not motivated to buy it. b. A competitor is about to do a test market for a new brand and wants to track sales in test market areas to fine-tune its marketing mix. c. A big grocery chain won’t stock a firm’s new popcornbased snack product because it doesn’t think there will be much consumer demand.arrow_forwardWhich of the following statements is accurately reflects the empirical findings about the relationship between a salesperson’s customer orientation and value-based selling. A salesperson’s customer orientation encourages them to adopt value-based selling practices. A salesperson’s use of value-based selling decreases their sales performance. A salesperson’s use of value-based selling encourages them to adopt a customer orientation. A salesperson’s customer orientation directly increases their sales performance.arrow_forward1. All of these are common misconceptions about what marketing is EXCEPT: a. it does not involve numbers. b. managing exchanges with customers c. making people buy things they don’t need. d. an art, and you either have the gift for it or you don’t. 2. Communicating value to your target market is covered through what? a. Product and Price b. Product c. Promotion d. Price 3. Which represents an intermediary relationship? a. A bank provides a loan to an individual purchasing a car. b. A private equity firm has invested in a logistics company. c. A logistics company purchases truck tires from Goodyear. d. A small bank uses an outsourced human resources company for its HR needs. 4. Properly designed and executed, marketing can do which of the following? a. Create a need for something b. Make people buy things they really can’t afford. c. Influence people to do things they don’t want to do. d. Make it more appealing to buy certain things over others.arrow_forward
- Please simply answer this easy question posted belowarrow_forwardNicholas Anderson, a marketing specialist for a manufacturer of microwaves, is looking for ways to reach potential customers who typically avoid advertisements. Which of the following would be the most economical and effective promotional tool for Nicholas to use? O lifestyle marketing O bundling products O public relations O brand contacts O personal sellingarrow_forwardBrenda wants her firm’s marketing communications to be more carefully targeted in order to increase customers’ receptivity to the firm’s marketing messages. To achieve this goal, Brenda will likely turn to A) sales promotions. B) C) public relations. D) price reductions. E) direct marketing.arrow_forward
- The purpose of marketing communications is to do all of the following, except: Select one: a. Remind b. Inform c. Persuade d. Introducearrow_forwardWhat is the benefit of email marketing, relative to other forms of direct marketing? it has the largest spread of consumers the company can target. it is the most cost-efficient, with the highest return-on-investment. it has a more multi-faceted use than other forms of direct marketing. consumers are more likely to pay attention to it than other forms of direct marketing. none of the above.arrow_forward1. Marketing automation is the practice of A. allowing machine learning and artificial intelligence systems to create the content of marketing communications B. systematically personalizing marketing communications across a variety of targets based on pre-set rules or actions C. outsourcing major marketing decisions and execution to agencies D. allocating marketing expenditures based on automated systems 2. A measure of the percentage of individuals who make a purchase after visiting the landing page of an online retailer A. conversion rate B. click- through rate C. impressions D. call-to-actionarrow_forward
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