Before They Look at Specific Promotional Tools, Melody and Tom

question 194

Multiple Choice

Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)

• A) internal marketing program.
• B) integrated marketing communication program.
• C) multilevel market coordination plan.
• D) stakeholder response communication system.

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Definitions:

Retailer

A business entity that sells goods and services directly to consumers, acting as the final link in the supply chain between manufacturers and end-users.

Credit Card

A payment card issued by a financial company giving the holder an option to borrow funds, typically at point of sale.

Factor

A finance company or bank that buys receivables from businesses and then collects the payments directly from the customers.

Receivables

Receivables are amounts of money owed to a company by its customers or other parties for goods or services provided on credit.