Why is the appearance and functionality of a service company's Web site important?
What will be an ideal response?
A company's Web site is the first tangible evidence of a service that many consumers have; if the Web site is unattractive, boring, uninformative, or difficult to navigate, then the company will have failed to make a positive impression.
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A catalog retailer in the United States has identified African American professionals between the ages of 35 and 45 as a group of potential customers for its products. The retailer plans to direct its marketing efforts toward this group of consumers
Which of the following market segmentation variables did the catalog retailer most likely use? A) demographic B) psychographic C) user status D) loyalty status E) usage rate
Staff authority supports line authority by advising, servicing, and assisting, but it is typically ________
A) unlimited B) rare C) common D) limited E) misused