1. The product life cycle helps marketers understand market trend patterns related to all of the following except _______________.

       the cycle of any particular individual brand

       the industry sales and profits for a product idea within a particular product-market

       the growth and subsequent decline of sales for a product category

       the impact of increased competition on a new product idea over time

       the need for marketers to adjust their marketing mixes for a product category over time

2. Southwest Airlines sends an e-mail to frequent-flier customers offering a special low price between selected cities if the plane ticket is purchased within the next four days. This is an example of ___________________.

       indirect response

       mass communication

       direct marketing

       publicity

       integration