Retailers are contractually bound to pass along off-invoice allowances to consumers in the form of discounted prices.
a. True
b. False
Indicate whether the statement is true or false
Question 2Give three examples of similes, metaphors, and allegories that are used by marketers. Evaluate them.
Question 3Off-invoice allowances are deals offered periodically to the trade that permit retailers to deduct a fixed amount from the invoice, merely by placing an order during the period which the manufacturer is dealing a brand.
a. True
b. False
Indicate whether the statement is true or false
Question 4Give three examples of how noise can enter the communication process. Discuss the effects each of these would have on the advertiser's message.
Question 5Most manufacturers believe that they receive good value from their trade promotion spending.
a. True
b. False
Indicate whether the statement is true or false
Question 6Enrico is on his way to the mall to purchase a pair of running shoes. Assume he has established three minimal standards that a suitable pair of running shoes would have to satisfy (good arch support, well-know brand name, priced below 100). If he eliminates all brands that do not satisfy these three minima, his choice from among the remaining brands that do satisfy the criteria would adhere to which heuristic?
a. conjunctive
b. disjunctive
c. affect-referral
d. lexicographic
e. compensatory
Question 7The objectives of trade allowances for retailers often conflict with the objectives of manufacturers.
a. True
b. False
Indicate whether the statement is true or false
Question 8While shopping to purchase a new car, Anita narrows her alternatives to three cars. She compares each attribute-by-attribute, and then finally chooses the one car that has, on balance, the best overall mix of features. Her preferred car is inferior to the other cars on a couple of attributes, but Anita allowed the car's superior performance on the other attributes to make up for its disadvantages. What type of heuristic did she use?
a. compensatory heuristic
b. dual-coding heuristic
c. affect-referral strategy
d. noncompensatory heuristic
e. lexicographic model
Question 9An objective of trade allowances is to decrease retailers' inventories year-round.
a. True
b. False
Indicate whether the statement is true or false
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