9.6. What is a competitive edge? How might a small company gain a competitive edge?Answer: 9.10. Explain the concept of the marketing mix. What are the four Ps?Answer: 9.13. What are the steps involved in superior customer satisfaction strategy? Answer: 10.2. What factors should a small business manager consider when selecting advertising media?Answer: 10.6. Assume you are a small business owner who has an advertising budget of $1,500 to invest in a campaign promoting a big July 4th “Blowout” sale. Where would you be most likely to invest your advertising budget if you were trying to reach customers in the 25- to 45- age range with higher than average disposable income that are likely to be involved in boating activities in a local resort town? Explain. How would you generate free publicity to extend your advertising budget? Answer: 10.10. Describe the common methods of establishing an advertising budget. Which method is most often used? Which technique is most often recommended? Why?Answer:
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