A _____ is the general level at which a company expects to sell a good or service
a. functional price
b. base price
c. premium price
d. mark-up price
ANSWER: b
A base price is the general level at which a company expects to sell a good or service. The general price level is correlated with the pricing policy to be followed, such as price skimming, status quo pricing, orpenetration pricing.
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Harland & Wolff in Belfast, North Ireland, makes ocean-going vessels. Last year its primary customer was the U.S. government. You would expect Harland & Wolff to rely on which of the following to promote its vessels?
a. product innovations and direct marketing b. personal selling c. publicity d. advertising and sales promotion
How should a communicator judge the effectiveness of communication?
A) Based on whether the audience received the message B) Based on the nonverbal signals relayed by the audience C) Based on the response of the audience D) Based on whether it accomplished its purpose E) Based on whether it was well received by the audience