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Which of the following marketing communications tools is most effective at the later stages of the buying process?

Straddle positions ________.

A group of college graduates decides to start a business. Though they are knowledgeable in various business domains, they are unable to arrive at a valuable business idea. They decide to search for ideas in a structured manner. They meet and start discussing everyone’s ideas. Each idea is recorded and then the thoughts that come up in relation to the ideas are written down and discussed. This process helps them to finalize a business plan. What technique is used here?

A consumer products firm manufactures and sells over 200 different sizes and varieties of jams and jellies. We can say that this manufacturer’s product mix has high ________.

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

When purchasing disposable surgical gowns, Mercy Hospital’s vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors’ products and prices and makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the surgeons perform the role of the ________.

Which of the following problems is most likely when a company chooses to use a sales agency instead of company salespeople?

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people’s inner selves.

________ is the tendency to interpret information in a way that will fit our preconceptions.

Which of the following types of distribution involves severely limiting the number of channel intermediaries?