Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, “Ask your doctor about .” In addition to creating awareness about their drugs, the companies are most likely hoping to

David’s store has been selling men’s business-casual shirts. It’s a small firm that has depended on walk-in traffic and building a reputation. He thinks there might be an opening in the market with the new focus on working from home, and he is afraid that if he does not act quickly, competitors will meet this demand. He knows he’ll need to change his marketing approach, including getting the product to the customer, building an online presence, and examining his pricing approach. If he does a situation analysis, he would likely look at the work-at-home trend as a(n)

Why is it often difficult to estimate the financial returns from promotional expenditures?

Of the following which is an example of sendory benefit?

Milt owns a lawn care business. From experience, Milt has found that John Deere equipment lasts almost twice as long as competitors’ machines. For John Deere, Milt’s perception about its products makes ________ pricing a logical choice.

Marie decided to purchase an electronic toothbrush priced at $100 because of a special offer from the manufacturer. By sending proof of purchase and the receipt to the manufacturer, she could receive a $40 check in return, making the final price $60. This pricing tactic is known as a

For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company ________ when certain product lines failed to meet this expectation.

A(n) ________ gap exists when a firm knows what it needs to do to meet customers’ service expectations, but sometimes fails to do it.

Salina is working to create greater brand awareness for her company’s new line of fitness trackers. All of the following except ________ are important for increasing brand awareness.

Returnable packaging, use of 3D printing, and flexible packaging are examples of