1. (TCO A) Companies put forth a ________, a set of benefits that they offer to customers to satisfy their needs. (Points : 6) brand
Question 2.2. (TCO A) Samuel Adams trains his company's sales force to go after the consumer. Sam repeatedly asks his team to bear in mind the essential fact that it is the sales team's responsibility to rouse the consumer's interest and make him feel that he needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Sam believes in the ________ concept. (Points : 6) product
Question 3.3. (TCO A) Which of the following is one of the five major characteristics of good mission statements? (Points : 6) They focus on a large number of goals.
They expand the range of individual employee discretion. They define the major competitive spheres within which the company will operate. They take a short-term view.
They are long and comprehensive to ensure that all critical concepts are included.
Question 4.4. (TCO C) Which of the following statements is true of marketing plans? (Points : 6) They can be independently developed without worrying about other functional areas. They provide direction and focus for a brand, product, or company. They are usually profit-oriented.
They are of limited use to non-profit organizations. They are typically five-year plans and they lay out the strategies required to achieve targets in those five years.
Question 5.5. (TCO B) Betsy had always dreamed of opening her own flower shop. Before Betsy opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local...
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