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Question
All of the following are common measures of the overall health of a company except:A) market share.
B) level of innovation.
C) brand awareness.
D) productivity.
Answer
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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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The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
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One of the problems with the percentage of sales budgeting method is:
A) deciding on the percentage level.
B) finding a benchmark figure to use.
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All of the following are methods of determining marketing communications budgets except:
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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 product positioning strategy based on value or prestige is the ________ positioning approach.
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C) geographic location.
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