U
R
U
G
R
TO
TU
, U
R
U
G
R
TO
TU
, U
R
U
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, false
Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
true
false
TU
An example of a basic transactional relationship is when you buy purchase internet service and
the company follows up to persuade you to upgrade your plan.
true
TO
false
In a proactive relationship, a salesperson phones customers shortly after the sale to check
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whether the product meets expectations and asks for product improvement suggestions and any
specific disappointments.
G
true
false
U
Low profit margins per customer suggest that the marketer should pursue basic transactional
R
relationships augmented by brand image advertising.
true
U
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
R
U
G
R
TO
TU
, U
R
U
G
R
TO
TU
, U
R
U
G
R
TO
TU
, false
Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
true
false
TU
An example of a basic transactional relationship is when you buy purchase internet service and
the company follows up to persuade you to upgrade your plan.
true
TO
false
In a proactive relationship, a salesperson phones customers shortly after the sale to check
R
whether the product meets expectations and asks for product improvement suggestions and any
specific disappointments.
G
true
false
U
Low profit margins per customer suggest that the marketer should pursue basic transactional
R
relationships augmented by brand image advertising.
true
U
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
