Scenario 18.2 Use the Following to Answer the Questions

question 120

Multiple Choice

Scenario 18.2
Use the following to answer the questions.
The State Farm Group includes several companies.Probably the most well-known company in the group is the State Farm Insurance company,the largest auto and home insurer in the United States.State Farm Insurance provides protection for approximately 78 million policies on auto,fire,life,and health services.It is also a leading insurer of homes and autos in Canada.Another company in the State Farm group is the State Farm Bank,which was opened in 2000,beginning State Farm's entry into the financial services field.However,the State Farm Bank is not a traditional bank,in that it has no branch offices and its services are provided through State Farm agents,a call center,the mail,and on the Internet.It currently serves over 1.9 million bank accounts.
-Refer to Scenario 18.2.If State Farm were to decide that its previous method of appropriating the advertising budget was ineffective,it could decide to allocate 2 percent of its total annual sales to advertising.However,one problem with this method is that

• A)it makes the bookkeeping too difficult.
• B)it is tied too closely to sales forecasts.
• C)a sales decline leads to an increase in the advertising appropriation.
• D)a drop in sales would cause a drop in the advertising budget.
• E)competitors may have different advertising objectives.

Identify the characteristics and shopping habits of online consumers.

Understand the role and impact of social commerce on consumer shopping behavior.

Comprehend the complexity and challenges in implementing multichannel marketing strategies.

Describe the practices and techniques in marketing attribution across multiple channels.

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Definitions:

Organizational Behaviour

The study of how individuals and groups act within organizations, focusing on improving organizational efficiency, effectiveness, and culture.

Personality Characteristics

Traits that define an individual’s patterns of thought, feeling, and behavior, making up their unique personality.

Trait Activation Theory

Suggests that certain situations or environments can trigger the expression of specific personality traits.

Dispositional Approach

A perspective in psychology that focuses on an individual's inherent qualities or traits in explaining their behavior.