1.In previous parts of the marketing planning process of this extra credit you e
ID: 378132 • Letter: 1
Question
1.In previous parts of the marketing planning process of this extra credit you established that the market’s behavior was heterogeneous, the company’s resources were moderate relative to its major competitors, and the competition was very high. Which of the following would be true with respect to the stage in the life cycle for its product lines?
A)
Introduction
B)
Growth
C)
Maturity
D)
Decline
2.In previous parts of the marketing planning process of this extra credit you established that the company’s relative market share was above one, making it the sector’s leader, that efficacy was the primary motivation (i.e. functional utility or need), and that the market was growing at over 15% (i.e. not saturated). Which general marketing strategy should be used?
a.Acquire customers through more effective positioning
b.Increase number of buyers by increasing their purchasing rate
c.Retain customers by increasing their satisfaction
d.Increase number of buyers by out competing competitors
3.In previous parts of the marketing planning process of this extra credit you established that with respect to customers’ stage in the hierarchy of decision making, the company’s greatest challenge was in the awareness, liking/interest stages. Which of the following communication objectives would be most appropriate? (check all that apply)
A)
Close sales
B)
Provide Information
C)
Create Demand
D)
Build Loyalty
4.In previous parts of the marketing planning process of this extra credit you established that with respect to customers’ stage in the hierarchy of decision making, the company’s greatest challenge was in the awareness, liking/interest stages. Which of the following would be one of the top three promotional mix elements that should be used? (check all that apply)
A)
Sponsorship
B)
Advertising
C)
Personal Selling (to trade)
D)
Sales Promotion
E)
Publicity
A)
Introduction
B)
Growth
C)
Maturity
D)
Decline
Explanation / Answer
1. this is the introduction staze of produc life cycle , when in previous parts of marketing planning process of this extra credit you established that the market behaviour was hetrogenious, the company resources where moderate relative to its major competitor and the compitation was very high ,
2. increasing the number of buyers by increasing there market share , is the general marketing strategy which is used , the company relative market share was above one, making it the sector leader, that efficacy was the primary motivation , and that the marketing was growing over 15%
3. Build loyality is the communication objective which is most appropriate , with respect to the customer stage in the hierarchy of decision making, the company greatest challenge was in the awareness liking/ interest stage.
4. Advertising is among the one of the top three promotional mix element that can be used when the company greatest challenge was in the awareness liking/ interest stages.
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