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Question 1
gathers data on individual customers and then tailors an appeal to their needs and tastes.
uses technology to make customers feel like they are being treated special.
focuses on the use of personal selling and consultative advising of customers.
relies heavily on geographic data but ignores demographic and psychographic data.
2 points
Question 2
economy of scale in promotion by creating broad-based ad campaigns.
understanding customers’ unique needs, wants and preferences.
the use of direct-marketing and e-commerce.
catering to teenagers.
2 points
Question 3
Customer relationship management
Customer retention management
Customer management software
Customer reassurance management
2 points
Question 4
relationship marketing.
their ability to conduct market research.
their lower costs.
their ability to serve many highly diverse target markets.
2 points
Question 5
Grand market strategy
Mass strategy
Niche strategy
None of the above
2 points
Question 6
cooperative advertising
shared advertising
direct advertising
integrated marketing
2 points
Question 7
a percentage of sales.
spending what competitors spend.
objective-and-task method.
what is affordable.
2 points
Question 8
Promotion
Advertising
Personal selling
Publicity
2 points
Question 9
writing news releases and faxing them to the media.
sponsoring a community project.
promoting a cause.
All of the above
2 points
Question 10
designing the right envelope.
the accuracy of the customer mailing list.
creative use of color and photographs in the mailing.
using key words such as “free,” “hurry,” and “savings.”
2 points
Question 11
price lining
suggested retail
opportunistic
multiple unit
2 points
Question 12
multiple pricing
opportunistic pricing
discount pricing
price lining
2 points
Question 13
the perfume’s production cost.
competitor’s prices.
the image the company wants to create for the scent in the customer’s mind.
choosing between odd pricing and price lining.
2 points
Question 14
fixed-price
skimming
penetration
loss leader
2 points
Question 15
Odd pricing
Leader pricing
Price lining
Geographical pricing
2 points
Question 16
Showboating
Commoditizing
Onlining
Showrooming
2 points
Question 17
CTA
CPA
CSA
CMA
2 points
Question 18
where and how to start an e-commerce effort.
lack of funding.
lack of IT staff.
Both B and C
2 points
Question 19
Visit competitors’ sites for key word ideas, but avoid using the exact phrases.
Consider using less obvious key words and brand names.
Ask customers which words and phrases they use when searching for the products and services the company sells.
All of the above
2 points
Question 20
fill orders
process e-mail
technology
All of the above
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