All of the following are specific objectives a marketing manager might give an advertising manager except
A. position the firm's brand or marketing mix by informing and persuading target customers or intermediaries about its benefits.
B. introduce existing products to nonspecific target markets.
C. obtain desirable outlets and tell customers where they can buy a product.
D. maintain relationships with satisfied customers and encourage more purchases.
E. get immediate buying action.
Answer: B. introduce existing products to nonspecific target markets.
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A(n) ________ is the variable amount in a salesperson's compensation
A) bonus B) commission C) salary D) incentive E) profit-sharing plan
Which of the following is true about behavioral segmentation on the basis of the loyalty variable?
A) Consumers tend to pay more for products that are targeted at their respective age group or generation. B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them. C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not. D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product. E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.