QUESTION 9 Which of the following is NOT a component of the AIDA model? Attention Demand Interest Action QUESTION 10 In comparing the relationship between the promotional mix and the AIDA model, marketers have generally concluded that advertising is most useful in gaining attention for goods and services has little impact on gaining attention for goods and services has the greatest impact in the later stages of the purchasing process has the greatest impact on impulse buying QUESTION 11 Michael's craft store has a 40%-off coupon that customers can download on a cell phone when shopping in the store. At the check- out counter, the cashier scans the code on the coupon and then gives a customer 40% off of one item purchased. A frequent buyer program offers cash back rewards to customers. This example shows all of the following about sales promotion EXCEPT price-off promotions persuade customers to buy new products frequent-buyer programs enable consumers to accumulate points redeemed for goods O price-off coupons encourage repeat purchases coupons have no effect on purchase intent QUESTION 12 Carol wants to replace her oven and is considering the GE profile oven. She reads Consumer Reports to check the ratings on the oven. Then she reads reviews online from those who have purchased and used the over. Finally, she asks her sister and her best friend which brand of oven they have and what they have heard about the GE profile. In the stages of product adoption, Carol is an example of a(n). late adopter early adopter early majority innovator QUESTION 13 is the number of product lines an organization offers. A product item The product mix The product mix width The product line depth QUESTION 14 Tesla, one of the highest-priced luxury hybrid and electric cars, is in the stage. In this stage, Tesla is continuing to raise awareness and educate potential customers. Customers must learn about the car and its benefits before they decide to purchase one. In this stage, people are willing to take more risk and pay more to have the latest Tesla model. growth stage introductory stage decline stage maturity stage