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13.1 Knowledge Check 1.  a. The goal of IMC is to communicate a clear and consistent message through various promotional mix methods that will reach the various segments of the target market. 2.  b. The promotional mix method of advertising is a paid f...

14.1 Knowledge Check 1.  a. One media channel used in advertising is commercials. 2.  c. This is an example of institutional advertising. 3.  a. Advertising has a low per-exposure cost. 4.  d. Product advertisements focus on one product from an...

15.1 Knowledge Check 1.  d. Personal selling is used by companies when they have a product that needs explanation and education, it is higher in price, and it can be varied according to the needs of the customer. 2.  c. Personal selling is the one-on-o...

16.1 Knowledge Check 1.  a. Online direct marketing includes digital tools such as email, websites, online videos, and blogs to communicate and engage with individual consumers and elicit a desired consumer response or action. 2.  a. As consumers are m...

17.1 Knowledge Check 1.  d. A marketing channel is a collection of people, organizations, processes, and activities that work together to deliver products and services to the consumer. 2.  d. Agents serve as representatives of manufacturers. While they...

18.1 Knowledge Check 1.  c. Retailing is the process of selling goods and services to the consumer. 2.  a. Wholesalers are in business to buy in large quantities and sell to other businesses. 3.  d. Loyalty cards are one way retailers can communica...

19.1 Knowledge Check 1.  b. Diversity, equity, and inclusion support people, which makes it a social initiative. 2.  d. Sustainable marketing is rooted in purpose, based on mission, and seeks to align people, planet, and profits. 19.2 Knowledge Ch...

Symbols 1977 Foreign Corrupt Practices Act (FCPA) 15.7 Ethical Issues in Personal Selling and Sales Promotion 4Ps (product, price, promotion, and place) 3.1 Understanding Consumer Markets and Buying Behavior 5A framework 13.4 Steps in the IMC Planning Proce...