Measuring advertising effectiveness means assessing advertising's impact on sales.
Indicate whether the statement is true or false
Question 2Which of the following is NOT a criteria for effective price discrimination?
A) The segments should be identifiable, and a mechanism must exist to price them differently.
B) Different groups of consumers should have similar responses to price.
C) Segments should be large enough to be profitable.
D) Incremental revenues should exceed incremental costs.
E) Customers should not be confused.
Question 3The growth of the Internet has changed the way that situation analysis is conducted in today's business environment. In terms of situation analysis, which of the following is the most drastic change caused by the Internet?
A) Specific data and information take longer to find.
B) The analyst is more likely to suffer from severe information overload.
C) Data and information are now more relevant to the question at hand.
D) All competitors now have access to the same data and information.
E) There is now no such thing as secrecy in strategic planning.
Question 4One of the distinguishing characteristics of business markets is that there is a smaller number of larger buyers that account for most of the purchases. This distinguishing characteristic is called _________.
Fill in the blank(s) with correct word
Question 5The organizational buyer may read every word of the ad copy, and find a meaning in it quite opposite from that intended by the advertiser.
Indicate whether the statement is true or false
Question 6If the cross-price elasticity is such that increasing the price of one service results in increased demand for another service, the two services are:
A) unitary.
B) substitutes.
C) complementary.
D) inelastic.
E) elastic.
Question 7Compared to primary data, secondary data have the main advantage of:
A) being up-to-date.
B) having greater relevance to a specific issue.
C) being both internally and externally focused.
D) being dramatically lower in cost.
E) being readily accessible in electronic format.
Question 8In the context of types of buyers, the _________ consists of firms, institutions, and governments.
Fill in the blank(s) with correct word
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