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16. Promotion mix is the particular combination of promotional tools used by a company to _______ with its audiences.
Communicate
Help
Purchasing Decision
Plan
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17. Market control process consists
Formation of Performance standards
Performance Appraisal
Correcting Deviations
All of the above
18. In marketing 'SEM' means
Search-Engine-Marketing
Strategy-Engine-Money
Sales-Engine-Management
Sales-even-Money
19. Greater consumer control means that companies must rely more on marketing by ________ than by ________.
socialization; information
producing; selling
interruption; involvement
interaction; intrusion
20. When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.
customer lifetime value
customer loyalty
customer ownership
share of customer
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