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15-88PROMOTIONAL MIXDEFINITIONA firm’s __________ is the combination of one or more of the promotional elements it chooses to use.a.target audienceb.stage in the product’s life cyclec.public relationsd.promotional mixe.sales promotionsAnswer: dPage: 329Rationale: Key-term definition—promotional mix
15-89TARGET AUDIENCE: CONSUMERSCONCEPTUALWhich of the following is true of promotional programs targeted to the ultimate consumer?15-90TARGET AUDIENCE: BUSINESS BUYERSCONCEPTUALWhich promotional element is particularly important to business buyers? 15-91TARGET AUDIENCE: BUSINESS BUYERSAPPLICATIONPersonal selling would most likely be used to sell:
15-92TARGET AUDIENCE: INTERMEDIARIESCONCEPTUALWhich promotional element is particularly important to intermediaries? a.advertising b.personal selling c.publicity d.sales promotion e.rebates Answer: bPage: 329Rationale: Because intermediaries often have specialized needs or technical questions, personal selling is particularly important. The salesperson can provide information and the necessary support after sales. The salespeople assist intermediaries in making a profit by coordinating promotional campaigns sponsored by the manufacturer and by providing marketing advice and expertise. Intermediaries’ questions often pertain to the allowed markup, merchandising support, and return policies.