51)The attention-getting device for Nike is "Just do it".The slogan reflects the shoe manufacturer's advertising:

Campaign theme.

Promotional goal.

Push strategy.

Objective.

Strategic plan.

Question 52(0.367647059 points)

52)An SBU stands for:

Strategies for Business Unity

None of these four statements are true.

Strategies for Business Upstarts

Saskatchewan Business United

Strategic Business Unit

53)When Read-More Bookstore started carrying items that consumers do not expect to find in bookstores, such as videotapes, jigsaw puzzles, children's games, and birthday party accessories, the store's management was using:

scrambled merchandising

vertical integration

vertical diversification

a strategy of intensive distribution

horizontal diversification

54)Typically, manufacturer's agents:

are given a salary by their producer-suppliers

are not given exclusive sales territories

handle non-competing, but related, product lines

are used more in dense, established markets than in newer territories

do not work on a continuing basis with their principals

55)Mr. Balwinderjit Singh, Director of Customer Support at MDS used:

The baseball diamond analogy to demonstrate the global selling process

Ice hockey analogy to explain global competition

Ice hockey analogy to explain relationship building

Football analogy to explain the global selling process

None of these statements are true

56)The Read-More store is an independent bookstore that offers a wide variety of books not commonly found in chain bookstores.Its slightly higher prices are offset by the fact that its salespeople are knowledgeable, well-read individuals.These statements describe the store owner's ________ strategy.

diversification

locational

positioning

promotional

turnover

57)The story of Michael dell and solid state drives was used in class to illustrate:

Dell computers is doing so well in global markets

The importance of promotional pricing

The importance of sales contests and other promotional tools in domestic marketing

The importance of product customization

Why a company might ignore fixed costs and sell products anywhere above the Variable cost

58)Which element of the marketing communications (or "promotional") mix is being used when Jason finds a coupon for A-1 steak sauce in MacLean's magazine?

public relations

mass communication

personal selling

publicity

sales promotion

59)The 90-9-1 Rule states that:

None of these three statements is true.

9 percent of the people are lurkers, 90 percent are indifferent and 1 percent are brand evangelists.

90 percent of the people can fool 9 percent of the people, one percent of the time

1 percent of the people can manipulate 90 percent of the people, in 9 percent of brand- perception situations

60)The usage of humour appeals in advertising is said to:

Enhance source credibility.

Be very useful and inexpensive.

Reduce levels of attention.

Increase recall of the message.

Increase comprehension of the message.