In terms of making a profit, the revenue side of the profit equation has only two variables. What are they?
a. Price and cost
b. Price and quantity
c. Cost and quantity
d. Direct costs and indirect costs
e. Fixed costs and variable costs
Question 2Omni-channel retailing recognizes that sources of transaction data that provide purchase insights are available from:
a. Brick-and-mortar
b. E-commerce
c. Mobile
d. In-store pickup
e. Omni-channel could include transaction data from all of the above.
Question 3A two-sided message is one that contains
a. both positive and negative information.
b. information from two different sources.
c. a comparison between the offering and unnamed competitors.
d. two peripheral arguments.
e. a double meaning.
Question 4Attracting customers, inducing product trial, and strengthening channel relationships are common marketing activities during the ________ stage of the product life cycle.
a. development
b. introduction
c. growth
d. maturity
e. decline
Question 5A Big Data application of using location-based mobile data from call records is:
a. Voice of the Customer insights
b. A 360-degree view of purchasing patterns
c. Location-based marketing in real time.
d. Optimized website design.
e. All of the above are enabled by location-based mobile data.
Question 6A few years ago, Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced) Volvo and explaining that the car could withstand a large force. This is an example of a company using ____ to change attitudes.
a. peripheral processing
b. schemas
c. associations
d. counterarguments
e. strong arguments
Question 7A packet of Hershey's chocolate syrup inside a box of Duncan Hines cake mix is a good example of:
a. brand licensing.
b. brand association.
c. co-branding.
d. brand trading.
e. co-marketing.
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