Jason owns a small landscaping business called GreenScapes. When buying a new pickup truck for his landscaping business, Jason negotiated with Palmetto Dodge, a dealer, with the agreement that GreenScapes would be the service company Palmetto Dodge used for all of its landscaping needs. This is an example of
A) a new task purchase.
B) a straight rebuy.
C) a modified rebuy.
D) reciprocity.
E) a straight purchase.
Question 2H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Facebook and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, are called
A) fields of reference.
B) decoders.
C) encoders.
D) relay channels.
E) communication channels.
Question 3Procter & Gamble is cited in the text as a prime example of a giant advertiser that has successfully used branded entertainment over many decades. How has P&G incorporated branded entertainment into its marketing mix over the years? Can you think of another advertiser that is heavily involved in branded entertainment today?
Question 4Bob Denton of Denton Pest Control buys equipment from Allied Tools because Allied hires him to spray its warehouse for insects periodically. This practice is an example of
A) cost-benefit trading.
B) cooperative selling.
C) reciprocity.
D) supplier agreements.
E) modified rebuy purchase.
Question 5Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
A) communication noise.
B) communication links.
C) communication resources.
D) communication channels.
E) decoding sources.
Question 6Define branded entertainment. Explain how it differs from product placement, and what its future is as a branding tool. Give two examples of branded entertainment to support your answer.
Question 7What is a primary difference between business and consumer buyers?
A) Consumer buyers require more product information than business buyers.
B) Business purchases are made by one individual whereas families make consumer purchases together.
C) Repeat sales are more common with consumer buyers than business buyers.
D) Consumers primarily buy inexpensive items; businesses only buy expensive items.
E) Business buyers generally make larger orders than consumer buyers.
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