Quiz 7


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QUESTION 1 [QUESTION BANK ID: 5057] TYPE: MULTIPLE CHOICE CORRECT After selecting a sweater on the Land's End website, Kelly Oldham filled out the required customer and credit card information. A box with a checkmark inside was next to the following statement: "Yes, I would like to receive promotional information via email from Land's End." The statement suggests that Land's End is using which of the following marketing tools? << HIDE ANSWERS A Catalog marketing B Permission-based email marketing C Niche marketing D Spam E Phishing QUESTION 2 [QUESTION BANK ID: 66849] TYPE: MULTIPLE CHOICE CORRECT Most international advertisers develop global ________ for the sake of efficiency, but they adapt their advertising ________ to make them responsive to local market needs and expectations. << HIDE ANSWERS A Programs; strategies B Strategies; programs C Strategies; objectives D Objectives; programs E Campaigns; objectives QUESTION 3 [QUESTION BANK ID: 56721] TYPE: MULTIPLE CHOICE CORRECT All of the following require high advertising budgets except ________. << HIDE ANSWERS A Low-share brands B Mature brands C Undifferentiated brands D New products E Products in competitive markets QUESTION 4 [QUESTION BANK ID: 81761] TYPE: MULTIPLE CHOICE CORRECT All of the following are common uses for a direct marketing customer database except ________. << HIDE ANSWERS A
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B Profiling customers based on previous purchases C Gathering marketing intelligence about competitors D Generating sales leads E Identifying prospective customers QUESTION 5 [QUESTION BANK ID: 47073] TYPE: MULTIPLE CHOICE CORRECT Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales? << HIDE ANSWERS A Samples B Price packs C Rebates D Patronage rewards E Promotional products QUESTION 6 [QUESTION BANK ID: 73671] TYPE: MULTIPLE CHOICE CORRECT Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following? << HIDE ANSWERS A Heavy advertising to set it apart from others B A different target market C A higher price D A slice-of-life style E A new package QUESTION 7 [QUESTION BANK ID: 106858] TYPE: MULTIPLE CHOICE CORRECT Happy Pet is a large pet food company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is least likely to do which of the following?
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