Which of the following is not characteristic of direct marketing?
A) A marketer relinquishes control of product when it is turned over to channel intermediaries.
B) Advertising serves to generate an immediate inquiry or purchase.
C) Repetition is used in individual advertisements.
D) The customer experiences high perceived risk.
E) Direct response advertising is used.
Answer: A) A marketer relinquishes control of product when it is turned over to channel intermediaries.
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Global Marketing Chapter 14
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- The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:
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- Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
- Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:
- Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.
- A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:
- Traditional support media include:
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- Industry observers expect the popularity of home shopping to increase during the next few years due to:
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- Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."
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- The term magalog is used to describe which communication medium?
- Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
- Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?
- Which of the following environmental characteristics affects use of direct marketing in Europe?
- Which of the following is not characteristic of mass marketing?
- Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except:
- Benefits for using sales agents include all of the following except:
- After much trial and error in creating sales forces, most companies today attempt to establish a:
- Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except:
- When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?