QUESTION 26
The second stage of the AIDA model is _____.

QUESTION 27
Fly Air, provides exclusive services such as guaranteed tickets, upgrades and dedicated customer lines to customers who use the airline more than 20 times a year. The company believes that not all customers are created equally. In this scenario, Fly Air is using _____ segmentation.

QUESTION 28
Which of the following is the function of programs and PSA’s in the PR context?

QUESTION 29
_____ is a communication used to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

QUESTION 30
Stitch, a bespoke designer boutique, in Florida, caters to over 150 customers every month. The customers usually choose and purchase fabric at the same store and depend on an in-house tailor’s recommendations for purchasing the right amount of fabric. If the employees of Stitch overestimate the amount of fabric required or overcharge customers for fabric, they will be violating the value of _____ in the AMA Statement of Ethics.

QUESTION 31
Archer Daniels Midland Co. is the world’s largest cocoa-bean processor. It buys cocoa beans and converts them into cocoa powder and cocoa butter, which it then sells to companies like Hershey’s that manufacture consumer products that contain chocolate. In this scenario, ADM is in a(n) _____.

QUESTION 32
Which of the following stages of a product life cycle attracts laggards?

QUESTION 33
_____ is a method of prospecting in which salespeople telephone or go to see potential customers without appointments.

QUESTION 34
A firm sells 20,000 units of a particular product at a price of $50 per unit. The company spends $30 per unit in raw materials and labor charges. What are company’s fixed costs if it made a profit of $100,000?

QUESTION 35
_____ refers to customers’ perceptions of how well a service meets or exceeds their expectations and is often difficult for customers to evaluate.

QUESTION 36
Blue Sun Ads creates advertisements for a variety of clients selling goods, services, and ideas. Which of the following is an example of a service?

QUESTION 37
_____ strategies are designed to increase demand by focusing on wholesalers, retailers, or salespeople.

QUESTION 38
Which of the following retailers offers a broad variety of merchandise, limited service, and low prices?

QUESTION 39
_____ is defined as the market value of the goods and services produced by a country in a year.

QUESTION 40
Which of the following is true of distribution centers?

QUESTION 41
The customers at Marielle’s coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises “”Quick, In-and-Out Service,”” and usually Marielle’s keeps that promise. But one morning, customers were frustrated when the staff behind the counter was more interested in gossiping about their social lives than in waiting on customers. Marielle’s shop is suffering from a _____.

QUESTION 42
BrewCraft Beer is a microbrewery that sells its beer at its own beer gardens in Central City. Though customers were initially unused to the concept of a beer garden, BrewCraft undertook a long-running social media campaign to popularize the concept. It also advertised the fact that all its ingredients were sources locally and sustainably. Which of the following would be considered the service that BrewCraft is selling customers?

QUESTION 43
Services are:

QUESTION 44
Fin, an online clothes retailer, sells products from multiple brands. Some of the brands are expensive. Clling, a brand of t-shirts, usually sells products at more than $50 a piece. During Christmas, however, Fin offers a 25% discount on Clling that entices non-regular customers of Clling to pick up its products. The increase in sales volume offsets the discount offered. In this case, Fin is using a ____ pricing strategy.

QUESTION 45
Which of the following is a feature of a warehouse club?

QUESTION 46
Which of the following is a key similarity between selective distribution and exclusive distribution?