Chapter 8, Problem 4.1C

All of the following statements are true about the "low-price" segment EXCEPT: This segment involves those customers who so strongly want a low price that they are willing to sacrifice some aspects of product quality. This segment will respond to feature-dependent discounts, such as a reduced- quality/reduced-price item - companies often sell these items under a different brand name or as a generic product. This segment will respond to periodic discounts and other devices that enable time to be used as a price-segmentation fence. All of the above statements are true about the "low-price" segment.

Describe three approaches to scheduling advertising

ou are required to provide a solution for the marketing question below.   Mike has started a job at Steamy's Soup for the Soul which manufactures canned soups in the Caribbean. While Mike loves the new job, he has been having a very difficult time creating advertising content that is able to result in increased brand awareness and sales for his company. Outline how Mike can develop an effective integrated communications and promotion program to achieve his desired results.

The advantage of a product sales organization is that Multiple Choice salespeople can develop expertise with technical characteristics, applications, and selling methods for a particular product. the number of salespersons in the salesforce can be reduced. there is a lower cost for sales calls since this method is chosen for products that inherently have little or no product variation. it significantly minimizes travel time, expenses, and duplication of selling effort from one territory to another. fewer sales managers are required since the salesforce is paid strictly on commission.

9. Hawaiian Punch has 94% brand recognition in its category. However, they have low share in the direct store delivery (DSD) channel that relies HEAVILY on bottlers and other distributors to get their products on the shelves. Thus, if they were to invest in more promotions to increase volume in the DSD channel, they should consider using: a. Push with Trade Promotions c. Pull with Trade Promotions b. Pull with Advertising d. Push with Advertising 10. Mary Kay was considering introducing new product, a hair care line, into a new market. This risky market growth strategy is best described as. a. Market Development c. Diversification b. Penetration d. Product Development 11. Mary Kay is most likely considering this because the stage of its life cycle. company is in its a. Introduction c. Decline b. Maturity d. Growth 12. Southwest has an overall commitment to "Connecting people to what's important in their lives through friendly, reliable, and low-cost air travel." This represents the…

Advertising response models sometimes exhibit nonlinearity due to a declining marginal impact, where each subsequent ad receives less exposures.

Consider the following scenario: you are an ad-serving business that keeps a record of cookie data for advertisements to be shown on our web page for a certain vendor, such as Amazon. How does Amazon utilize data to determine which advertisements are the most effective?

Streaming service, Netflix has come up with a new ad film that highlights ‘Sabki pasand wala Netflix; Apni pasand wala Netflix’.The ad has been released shortly after Netflix reduced its subscription rates by up-to 60% for India market. The ad attempts to attract customer amidst growing competition from Amazon Prime, Hotstar etc.The ad film, whose set up is based on an arranged marriage meet. One of the boy’s family member asks the girl ‘Netflix pe kya dekhti ho? In a naughty manner the girl replies ‘Hum Saath Saath hain, Hum Aake Hain Kaun’. The family is delighted to hear the reply. All this while the boy conveys the impression that he is not impressed by her choice of movies. The girl then whispers to the boy ‘Stranger Things, Money Heist aur Narcos Bhi Dekhti hoon’.The ad finishes with tag line followed highlighting the new reduced Prices.The ad film intelligently provides the range of content available on Netflix i.e. Hindi movie content for Audience in the older age group 45 and…

Read the below and answer the question that follows. In addition to direct selling online and brokering online sales through an auction arrangement, there are nine main ad revenue models that a budding web entrepreneur or established site owner can use to generate revenue. You are required to discuss six revenue models as well as give practical examples of how these revenue models can be used by companies. You are required to conduct additional research.