Use the Following Passage to Answer the Questions Below

question 35

Multiple Choice

Use the following passage to answer the questions below.
Essentials is a rapidly growing brand of women's make-up, perfumes, and nail care products. The company has established itself as a high-end cosmetic product available at most national drug stores. In the past, almost all of the advertising for Essentials has been in women's fashion magazines.
Essentials is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes.
Sarah Burnes, the brand manager for Essentials, has decided to implement a marketing accountability process as her team develops and places marketing communications that meet the company's objectives. Sarah is concerned with achieving significant return on marketing investment and using the marketing resources efficiently.
-The new Essentials line of skin care products is targeted at a broader market than other Essentials products are. Based on this, the marketing team for Essentials is likely most interested in which of the following key performance indicators?

• A) hurdle rate
• B) loyalty program participation
• C) frequency
• D) cost to reposition a product
• E) cost to acquire a new customer

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Definitions:

International Monetary Fund (IMF)

Organization established in 1947 to promote trade among member nations by eliminating trade barriers and fostering financial cooperation.

Developed Countries

Nations with advanced economic systems, higher standards of living, and well-established infrastructures, often characterized by high Gross Domestic Product (GDP) per capita.

Balance-of-Payment Deficits

A situation where the total amount of money a country spends on foreign trade is greater than the amount it earns from such trade.