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Which kind of brand would be more likely to be able to charge premium prices? One with an unknown product One with low levels of advertising One with low relative quality and low relative advertising budgets One with average relative quality but high relative advertising budgets One with those with celebrity endorsers Which of the following is NOT a question to ask in evaluating a marketing plan? Is the plan realistic? Is the plan cost efficient? Is the plan simple and succinct? Is the plan complete? Is the plan specific? Hulu after examining the results of the latest U.S. Census decides to create more programming for older consumers. Which aspect of the macroenvironment is MOST at work in influencing Hulu's decision? demographic economic political-legal natural technological Of the five activities listed, which is an example of a primary activity as described in Porter's value chain? service procurement human resource management finance technology development Which of the following statements is true about positioning strategies? Not all products can be differentiated. A product that is not positioned as superior, distinctive, preemptive, or affordable will succeed if it is implemented correctly. All brand differentiation strategies are meaningful and worthwhile. The end result of positioning is the successful creation of a customer-focused value proposition. Positioning strategies must stress real benefits or they will fail. When Haverty's furniture store offers customers 10% off the price of the furniture if they buy five or more pieces of furniture at the same time, the furniture chain is using: cash discounts quantity discounts promotional pricing loss-leader pricing functional discounts Most word of mouth is generated offline. False True The heart of the internal records system is the information liquidity ratio service consideration order-to-payment cycle database asset acquisition process Which of the following is not an ethical issue with direct marketing? unfairness in treatment of vulnerable consumers identifying prospects irritation invasion of privacy deception and fraud What kind of creative strategy would attempt to stir up emotions to motivate purchase? informational appeals transformational appeals objective and task appeals none of these reverse engineering