When a Firm Emphasizes Personal Selling Rather Than Mass Media

question 105

Multiple Choice

When a firm emphasizes personal selling rather than mass media advertising in the promotional mix, the firm is using a _____.

• A) standardized strategy
• B) pull strategy
• C) push strategy
• D) localized strategy

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Definitions:

Focus Groups

Small, diverse groups of people whose reactions are studied especially in market research or political analysis through guided discussions.

Regularly Occurring Activities

Tasks or events that happen at consistent intervals or in a repeated pattern over a period.

Observation

An approach to collecting job- and performance-related information by direct observation of jobholders by a specialist.

Job Analysis

The process of studying and collecting information about a job’s tasks, responsibilities, and the skills required.