Which of the following most accurately identifies the purpose of a marketing-mix model?
A) to identify the most appropriate target audience for a new product
B) to evaluate the contribution that each component of a marketing program makes to market performance
C) to identify the most effective media strategies to use to reach a target audience
D) to evaluate the effect of supply and price on level of customer demand
E) to select the most efficient marketing channels for a given product
B
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A company is planning to replace an old machine with a new one. Which of the following is a sunk cost?
A) cost of the new machine B) sales price of the old machine C) future maintenance costs of the old machine D) original cost of the old machine
With reference to the six-category scale, a consumer satisfaction index (CSI) of 20 denotes that the customer is ________
A) dissatisfied B) satisfied C) very satisfied D) somewhat dissatisfied E) somewhat satisfied