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Fans of Cott's black cherry soda are able to explain why Cott's is...

Fans of Cott's black cherry soda are able to explain why Cott's is superior to any other type of black cherry soda. Fans are scattered and are extremely brand loyal. The characteristics of this target market indicate that which type of promotional mix should be used?

Select one:

a. one with more advertising and less sales promotion and public relations

b. one with less sales promotion and more advertising and personal selling

c. one with less publicity and sales promotion and more personal selling

d. one with more advertising and sales promotion and less personal selling

Question 2

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Scenario 18-1


Digital Cookware has developed a new kind of skillet that should make cooking easier for many nonchefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. With the aid of an accompanying cookbook, the skillet will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion.


Refer to the scenario. Which of the following trade sales promotions would NOT be appropriate for Digital Cookware to use?

Select one:

a. trade shows

b. store demonstrations

c. event sponsorship

d. push money

Question 3

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Koodo is promoting what it has coined as "shock-free data," which puts consumers in control of their own data usage by sending a text when they are at 50 percent and 100 percent of data used.  What are they promoting?

Select one:

a. a competitive advantage

b. a promotional strategy

c. a mass aggregation strategy

d. a communication objective

Question 4

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Scenario 18-2


The Entertainment Book is jammed with discounts on dining, travel, and entertainment provided by both local and national businesses. It was created by Entertainment Publications over 30 years ago. People are so excited about good, cheap fun that they're willing to pay between $40 and $50 for the book. Consumers justify the cost because total values offered in any Entertainment Book are worth hundreds of dollars. And as the books grow in popularity, more marketers are requesting that a coupon for their businesses be featured in the book. Over 5 million copies of the book are sold each year, and sales are growing steadily. In all, more than 100,000 merchants, including 40,000 restaurants, are represented in the Entertainment Book, making it the largest national discount dining program. Further, the Entertainment Book is sold through clubs, youth groups, and schools. Entertainment Publications creates and distributes ads, posters, and other sales materials to all its sales organizations. Entertainment Publications has teamed up with Esso to provide a premium item called the MultiCard Savings Book. Esso distributes the book to all its MultiCard members. It contains local and national advertisers that are of interest to Esso members. In a joint venture with American Airlines, Entertainment Publications created a program called Advantage Dining, which was offered to the airline's frequent flyer customers as another way to earn miles.


Refer to the scenario. What did Esso use to enhance its relationships with its customers?

Select one:

a. coupons

b. trade allowances

c. premiums

d. rebates

Question 5

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You are responsible for sales promotion for Replenishmints, long-lasting breath mints for smokers. You need to introduce the mints to supermarket managers and owners, attract and identify new store contacts, and test market the response to Replenishmints. Which type of trade promotion would most likely help you reach your objectives?

Select one:

a. push money

b. trade allowances and direct incentives

c. direct sampling and store demonstrations

d. trade shows

Question 6

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Scenario 19-1


Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.


Refer to the scenario. Which of the following is an example of Hallmark's use of mobile marketing?

Select one:

a. asking customers' opinions about products

b. encouraging customers to talk about their lifestyles

c. establishing a Twitter account

d. enabling customers to send electronic cards to friends' cell phones

Question 7

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When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible, Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces. What were these ads examples of?

Select one:

a. advocacy advertising

b. image advertising

c. product advertising

d. selective advertising

Question 8

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Saks used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about their new stores opening in the Canadian marketplace. Which of the following describes Saks plan on how to use these tools most effectively?

Select one:

a. a marketing mix

b. a selling plan

c. strategic goals

d. a promotional strategy

Question 9

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Scenario 19-2


Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.


Refer to the scenario. A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users. Although to some extent this forum helps the manufacturer achieve all of its social media objectives, what objective is this "self-help" forum most geared toward?

Select one:

a. embracing

b. building relationships

c. talking

d. listening

Question 10

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Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League" (VRL), an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. What did Miller use to reach its target market?

Select one:

a. a videomercial

b. an interconnect

c. advergaming

d. an infomercial

Question 11

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The Flowbee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flowbee owners, and viewers are encouraged to order the product through a toll-free telephone number. Which form of advertising is the Flowbee using?

Select one:

a. the extended sales pitch

b. the ad expander

c. the infomercial

d. the mega-mercial

Question 12

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What can much of the growth in social news sites be attributed to?

Select one:

a. the ability to post and connect with other like users

b. new technology uses for social media

c. the proliferation of new websites such as Flickr and Reddit

d. new tools such as iPads and smartphones

Question 13

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Scenario 18-3


Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.


Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.


Refer to the scenario. One of the key areas of training provided by Technology Advancement Corporation involves postpurchase customer satisfaction surveys. What is this part of?

Select one:

a. the sales presentation

b. cold calling

c. a referral

d. following up

Question 14

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Scenario 18-3


Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.


Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.


Refer to the scenario. Which of the following statements does NOT describe an advantage personal selling can provide the computer companies?

Select one:

a. It can tailor the message to the customer's needs.

b. It is inexpensive on a per contact basis.

c. It is effective in convincing a prospective client.

d. It is good for explaining the merits of complex products.

Question 15

Not yet answered

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Question text

Emma is a professional jewellery designer. Sometimes, she hosts giveaways on social networking websites that allow people to post only 256-character-long posts. In this scenario, what kind of social networking website is Emma most likely using?

Select one:

a. a microblog

b. a social news site

c. a mommy blog

d. a media sharing siteFans of Cott's black cherry soda are able to explain why Cott's is superior to any other type of black cherry soda. Fans are scattered and are extremely brand loyal. The characteristics of this target market indicate that which type of promotional mix should be used?

Select one:

a. one with more advertising and less sales promotion and public relations

b. one with less sales promotion and more advertising and personal selling

c. one with less publicity and sales promotion and more personal selling

d. one with more advertising and sales promotion and less personal selling

Question 2

Not yet answered

Marked out of 1.00

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Question text

Scenario 18-1


Digital Cookware has developed a new kind of skillet that should make cooking easier for many nonchefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. With the aid of an accompanying cookbook, the skillet will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion.


Refer to the scenario. Which of the following trade sales promotions would NOT be appropriate for Digital Cookware to use?

Select one:

a. trade shows

b. store demonstrations

c. event sponsorship

d. push money

Question 3

Not yet answered

Marked out of 1.00

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Question text

Koodo is promoting what it has coined as "shock-free data," which puts consumers in control of their own data usage by sending a text when they are at 50 percent and 100 percent of data used.  What are they promoting?

Select one:

a. a competitive advantage

b. a promotional strategy

c. a mass aggregation strategy

d. a communication objective

Question 4

Not yet answered

Marked out of 1.00

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Question text

Scenario 18-2


The Entertainment Book is jammed with discounts on dining, travel, and entertainment provided by both local and national businesses. It was created by Entertainment Publications over 30 years ago. People are so excited about good, cheap fun that they're willing to pay between $40 and $50 for the book. Consumers justify the cost because total values offered in any Entertainment Book are worth hundreds of dollars. And as the books grow in popularity, more marketers are requesting that a coupon for their businesses be featured in the book. Over 5 million copies of the book are sold each year, and sales are growing steadily. In all, more than 100,000 merchants, including 40,000 restaurants, are represented in the Entertainment Book, making it the largest national discount dining program. Further, the Entertainment Book is sold through clubs, youth groups, and schools. Entertainment Publications creates and distributes ads, posters, and other sales materials to all its sales organizations. Entertainment Publications has teamed up with Esso to provide a premium item called the MultiCard Savings Book. Esso distributes the book to all its MultiCard members. It contains local and national advertisers that are of interest to Esso members. In a joint venture with American Airlines, Entertainment Publications created a program called Advantage Dining, which was offered to the airline's frequent flyer customers as another way to earn miles.


Refer to the scenario. What did Esso use to enhance its relationships with its customers?

Select one:

a. coupons

b. trade allowances

c. premiums

d. rebates

Question 5

Not yet answered

Marked out of 1.00

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Question text

You are responsible for sales promotion for Replenishmints, long-lasting breath mints for smokers. You need to introduce the mints to supermarket managers and owners, attract and identify new store contacts, and test market the response to Replenishmints. Which type of trade promotion would most likely help you reach your objectives?

Select one:

a. push money

b. trade allowances and direct incentives

c. direct sampling and store demonstrations

d. trade shows

Question 6

Not yet answered

Marked out of 1.00

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Question text

Scenario 19-1


Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.


Refer to the scenario. Which of the following is an example of Hallmark's use of mobile marketing?

Select one:

a. asking customers' opinions about products

b. encouraging customers to talk about their lifestyles

c. establishing a Twitter account

d. enabling customers to send electronic cards to friends' cell phones

Question 7

Not yet answered

Marked out of 1.00

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Question text

When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible, Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces. What were these ads examples of?

Select one:

a. advocacy advertising

b. image advertising

c. product advertising

d. selective advertising

Question 8

Not yet answered

Marked out of 1.00

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Question text

Saks used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about their new stores opening in the Canadian marketplace. Which of the following describes Saks plan on how to use these tools most effectively?

Select one:

a. a marketing mix

b. a selling plan

c. strategic goals

d. a promotional strategy

Question 9

Not yet answered

Marked out of 1.00

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Question text

Scenario 19-2


Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.


Refer to the scenario. A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users. Although to some extent this forum helps the manufacturer achieve all of its social media objectives, what objective is this "self-help" forum most geared toward?

Select one:

a. embracing

b. building relationships

c. talking

d. listening

Question 10

Not yet answered

Marked out of 1.00

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Question text

Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League" (VRL), an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. What did Miller use to reach its target market?

Select one:

a. a videomercial

b. an interconnect

c. advergaming

d. an infomercial

Question 11

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Marked out of 1.00

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Question text

The Flowbee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flowbee owners, and viewers are encouraged to order the product through a toll-free telephone number. Which form of advertising is the Flowbee using?

Select one:

a. the extended sales pitch

b. the ad expander

c. the infomercial

d. the mega-mercial

Question 12

Not yet answered

Marked out of 1.00

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Question text

What can much of the growth in social news sites be attributed to?

Select one:

a. the ability to post and connect with other like users

b. new technology uses for social media

c. the proliferation of new websites such as Flickr and Reddit

d. new tools such as iPads and smartphones

Question 13

Not yet answered

Marked out of 1.00

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Question text

Scenario 18-3


Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.


Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.


Refer to the scenario. One of the key areas of training provided by Technology Advancement Corporation involves postpurchase customer satisfaction surveys. What is this part of?

Select one:

a. the sales presentation

b. cold calling

c. a referral

d. following up

Question 14

Not yet answered

Marked out of 1.00

Flag question

Question text

Scenario 18-3


Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.


Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.


Refer to the scenario. Which of the following statements does NOT describe an advantage personal selling can provide the computer companies?

Select one:

a. It can tailor the message to the customer's needs.

b. It is inexpensive on a per contact basis.

c. It is effective in convincing a prospective client.

d. It is good for explaining the merits of complex products.

Question 15

Not yet answered

Marked out of 1.00

Flag question

Question text

Emma is a professional jewellery designer. Sometimes, she hosts giveaways on social networking websites that allow people to post only 256-character-long posts. In this scenario, what kind of social networking website is Emma most likely using?

Select one:

a. a microblog

b. a social news site

c. a mommy blog

d. a media sharing site

Answer & Explanation
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  14. cing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magn
  15. amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus

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