Which of the following product categories typically requires high-tech positioning?
A) special-interest products
B) global-village products
C) products that solve a common problem
D) products with universal themes
A
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_____________ was hailed as one of the most important pieces of legislation governing the behavior of accounting firms and financial market since the SEC legislation of the 1930s.
A. The U.S. Federal Sentencing Guidelines for Organizations B. The Ethics Resource Center C. The Sarbanes-Oxley Act D. The Foreign Corrupt Act
When the conservative Royal Bank decided to hire Campbell & Cook advertising agency to launch a new advertising campaign, what was the agency's first step?
a. See if sales promotion was superior to other tools within the promotion mix. b. Decide what executional style to use in the ads. c. Determine that the goal of the ads was to emphasize the bank's customer service. d. Set its marketing budget.