Describe some of the measurements that might be used to assess the effectiveness of intangible aspects of MPR
What will be an ideal response?
While there are a number of quantitative methods for determining the effectiveness of segments of the marketing communications mix, such as advertising, the outcomes of MPR programs may not be easily quantifiable. Sometimes, to acquire a true sense of the effectiveness of an MPR campaign, other non-quantifiable evaluation tools must be used. The more reliable tools for measuring non-quantifiable MPR outcomes involve tracking word-of-mouth and following the level of media attention a firm or product receives.
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Which of these is not a characteristic of a rationalized retailing strategy?
a. the use of prototype stores b. the use of rigorous operating procedures for every phase of the business c. a common store layout to all store units d. decentralized management
Which of the following reduces moral hazard for the mortgage borrower?
A) Collateral B) Down payments C) Private mortgage insurance D) Borrower qualifications