Defensive strategic market plans are strategies that ________
A) have a 3- to 5-year time horizon
B) require investment in order to produce sales growth
C) are not particularly effective at growing sales revenue
D) limit short-run profit performance
E) improve the long-run share position
C
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DB Bank is launching a new investment product targeting senior citizens in the United States. The company decides to use direct marketing for selling the product
What direct marketing strategy would allow the company early testing and response measurement of the product?
What type of panel would be used to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next?
A) inquisitional panel B) discontinuous panel C) population panel D) continuous panel E) repeatability panel