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Question
A major concern in using trade promotions is that merchandise will not move unless a trade promotion is offered. For example, in the grocery industry, the majority of manufacturers offer some type of trade promotion to get retailers to make purchases.Answer
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B) creative.
C) account planner.
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The key go-between for the advertising agency and a client company is usually the:
A) account executive.
B) creative.
C) account planner.
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Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.
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Successful global integrated marketing communication campaigns include all of the following tactics except:
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Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
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The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.
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A) marketing dollars may not be spent efficiently.
B) there is little flexibility in how marketing dollars can be spent.
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One of the problems with the percentage of sales budgeting method is:
A) deciding on the percentage level.
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C) sales-response analysis.
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A) post-hoc analysis.
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The product positioning strategy based on how a product is used is the ________ positioning approach.
A) product attributes
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When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
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The most common method of segmenting business markets by industry is to use:
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