Content marketing is the process for developing, executing, and delivering the content and related assets needed to create, nurture and grow a company’s customer base. If you don’t have the capability to understand a market (e.g., be able to listen to customers and influencers, and identify their communicated and latent needs), you simply won’t be able to deliver great, engaging content.
______________ includes practices such as overstating the products features or performance, luring the customer to the store for a bargain that is out of stock, or running rigged contests. * a) Deceptive promotion * b) Deceptive packaging * c) Deceptive pricing * d) Deceptive cost structure
The total number of items that the company carries within its product lines refers to the ___________ of the product mix. * a) Width * b) Depth * c) Length * d) Consistency
The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other times during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires? * a) Gender segmentation * b) Benefit segmentation * c) Occasion segmentation * d) Age and life-cycle segmentation
More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following are illustrations of those measures except * a) Long-term customer satisfaction * b) Competitive predatory pricing performance * c) Full customer service * d) Retention rates
____________ have contractual authority to sell a manufacturers entire output. * a) Selling agents * b) Rack jobbers * c) Manufacturer's agents * d) Purchasing agents
Sellers that handle their own exports are engaged in * a) Direct exporting * b) Indirect exporting * c) Licensing * d) Contract manufacturing
A child in the United States is normally exposed to all of the following values except * a) Achievement and success * b) Activity and involvement * c) Material comfort * d) Collectivism
In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising. * a) Slice of life * b) Lifestyle * c) Mood or imagery * d) Personality symbol
Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest are used as evidence of, which criticism of marketing * a) Too much advertising * b) Too few social goods * c) Cultural pollution * d) Too much political power
The __________________ is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others. * a) Facilitator * b) Referent actor * c) Opinion leader * d) Social role player
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