STR 581 help A Guide to career/uophelp.com STR 581 help A Guide to career/uophelp.com | Page 32

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Attract new customers to try out the company's products.
28.
Southwest Airlines offers a Rapid Rewards program that allows
customers to count flights they have taken toward free future flights.
This is an example of a(n) ________.
•
club membership program
•
cross-selling program
•
activity-based costing program
•
value delivery system
29.
Organizational structure__________.
•
specifies the firm's formal reporting relationships, procedures,
controls, and authority and decision-making processes
•
specifies the firm's formal value proposition, the markets it will
serve, and how the firm will provide value in those markets
•
specifies the firm's control mechanisms, grievance procedures,
reporting relationships, procedures, and authority over decision-making
processes
•
specifies the firm's informal reporting relationships, procedures,
controls, and authority and decision-making processes
30.
________ is a form of online word of mouth, or "word of
mouse," that encourages consumers to pass along company-developed
products and services or audio, video or written information to others
online.
•
Viral marketing
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Microsite marketing
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Interstitial marketing
•
Guerrilla marketing
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