The CEO of a software manufacturing firm that supplies to large insurance firms wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers. He meets with his marketing director, and they review the five main areas of promotion techniques aimed at business buyers. They are:
a. trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs.
b. incentives, allowances, training programs, cooperative advertising, and sampling.
c. merchandise allowances, cash allowances, trade shows, training programs, and incentives.
d. premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.
Question 2
Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of
segmentation.
a. psychographic
b. commitment-level-based
c. geographic
d. demographic
Large Munsterländer
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