Table 17-24 Two Firms Are Considering Going Out of Business and Selling

question 171

Multiple Choice

Table 17-24
Two firms are considering going out of business and selling their assets. Each considers what happens if the other goes out of business. The payoff matrix below shows the net gain or loss to each firm.
-Refer to Table 17-24. Which firms have a dominant strategy?

• A)A and B
• B)Neither A nor B
• C)A but not B
• D)B but not A

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Definitions:

IMC Campaign

Integrated Marketing Communications campaign, a strategic approach that seeks to unify and coordinate all marketing communication tools, channels, and sources into a seamless program that maximizes the impact on consumers at a minimal cost.

GRPs

Gross Rating Points, a measure in advertising that represents the percentage of the target audience reached multiplied by the frequency of exposure.

Reach

In marketing, the total number of individuals exposed to a particular advertisement or campaign over a specific period of time.

Bloomberg Businessweek

A weekly business magazine that provides information about current business events, market insights, and economic analyses.