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[Sheldon] To get funding for a research project, Sheldon first asked for a modest amount of a few hundred dollars. After his request was approved by the department, he then stated that a lot more could be discovered if the department was willing to approve a much larger amount for funding. This is an example of which selling tactic?

[Fab] Fab Frames created a service that allows users to have multiple pairs of sunglasses shipped to their door so that they can try them on, pay for the ones that they like, and send the others back. Fab Frames offers a wide variety of colors and patterns and has sunglasses for all ages. While they have gotten the word out about their sunglasses, they recently released advertisements that showcase how unique their sunglasses are from their many competitors and how easily their service can be used. Based on their recent marketing actions, which stage of the product life cycle is Fab Frames likely to be in?

[integrating] Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

[supplies] Among business products, supplies usually consist of

[Satchel] In attempt to boost employee sales each month, Satchel (of Satchel’s Pizza), has a contest in which the employee who sells the most pizza each month gets to name the charity to which fees from their ATM will be donated. Satchel’s contest would fall under the following steps in the company’s sales plan:

[Forever12] Lindsey is a sales associate at Forever12, and while working as a cashier she incorrectly scanned three items and charged the customer for them, adding substantially to the total bill. Lindsey realized she made a mistake once the customer had left the store. The customer called the store and complained about her awful experience. According to Disney’s service recovery model discussed in class, what would the correct approach to address the problem?

[Whitaker] John Whitaker works for American Greetings. His job description includes these responsibilities: (1) stock and arrange point-of-purchase displays of present customers—60 percent of his workweek and (2) receive orders from customers and complete the transactions—40 percent of his workweek. Whitaker is primarily engaged in which type of selling?

[attention] Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

[Google] While searching for a computer on Google, Julia notices a link called “Best Computer Brand of 2021 – Ad” and became intrigued. She clicked on the link and found the computer she had been looking for months. Julia immediately made the purchase online and received a confirmation receipt with an invitation to join a mailing list, which sent her messages with promotional discounts and more. Based on this scenario, what type(s) of digital advertising was Julia exposed to? I. Display Ads II. Search III. Email IV. Social Media V. Earned Media

[shave] Dollar Shave Club is currently trying to target college-aged men and is deciding whether they should place an ad on YouTube or Facebook. Suppose that an ad on YouTube costs $35 to place and the audience is 300k/month, 20% of which is in their target audience. Suppose a Facebook ad costs $30 to place and the audience is 200k/month, 25% of which is their target audience. Which platform is the more efficient vehicle for Dollar Shave Club to reach their target audience, and what is its wCPM?