Refer to the Passage Below to Answer the Questions That

question 91

Essay

Refer to the passage below to answer the questions that follow.
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's website. One of Dell's popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-It seems like every week Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

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Definitions:

Reference Point

A baseline value or condition used for comparison in various contexts, including economics, decision making, and psychology.

Item Value

The worth or utility that a specific item or product holds for an individual or the market.

Ownership

The state or fact of exclusive rights and control over property, which can be an object, land/real estate, or intellectual property.

Reference Point

A baseline or standard used for comparison in financial and economic analysis, often to gauge changes or differences.