Lee Is the Product Manager for a Software Program Sold

question 76

Multiple Choice

Lee is the product manager for a software program sold by Company ABC.In evaluating the product, Lee determines that something just isn't right with how the software program is marketed to potential customers, and he feels a change is necessary.Which of the following marketing mix variables is easiest for Lee to change?

• A) promotion
• B) price
• C) place
• D) product

Calculate break-even points for promotions to assess their effectiveness.

Identify the different forms of discounts available (e.g., quantity, seasonal, trade, and cash discounts) and their purposes.

Understand the concept of incremental analysis in making marketing decisions.

Comprehend the role of trade discounts in the distribution channel and their effect on pricing strategies.

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Definitions:

Need-satisfaction Format

A sales approach focused on identifying and fulfilling the needs and desires of potential customers.

Suggestive Selling

A sales technique where the seller recommends additional products or services to the buyer.

Extended Warranty

An additional warranty that covers the repair or replacement of items beyond the original manufacturer's warranty.

Need-satisfaction Format

A sales approach focusing on identifying and meeting the needs, wants, or challenges of customers as a priority.