MKT 6210 Chapter 11 Video Exercise: E Live Nation

Chapter 11 Video Exercise: E Live Nation

Which of the following does Live Nation provide on its website to increase frequency of? consumption?

A.

?Ticketing, merchandise, and promotional offers

B.

Ticketing and promotional offers

C.

Ticketing and merchandise

D.

Merchandise and promotional offers

Live Nation focuses on giving fans access to the artists. What type of proactive marketing best describes Live? Nation?

A.

Integrated marketing

B.

Creative marketer

C.

Anticipative marketer

D.

Responsive marketer

Concert going is expensive. What does Live Nation do to try to make concert going accessible to? all?

A.

Reduce ticket prices

B.

Free concerts

C.

Promotional offers

D.

Live concert webcasts

The aim of defensive strategy is to reduce the probability of? attack, divert attacks to? less-threatened areas, and lessen their intensity. Which type of defensive strategy would you expect Live Nation to? use?

A.

Flank defense

B.

Position defense

C.

Preemptive defense

D.

Counteroffensive defense

The key idea in successful nichemanship is specialization. Which type of specialization describes Live? Nation?

A.

?Specific-customer specialist

B.

?Product-feature specialist

C.

Product or? product-line specialists

D.

Geographic specialist