1. The purpose of marketing communication is to let people in the target audience know how a company's product or service solves their particular problems better than the competition. In short, it communicates the company's ______________________.
a. Mission
b. Purpose
c. Goals
d. Positioning
2. Residual income is
the book value of common equity capital at the beginning of the period multiplied by the required rate of return on common equity capital.
the difference between the net income the analyst expects the firm to generate and the required earnings of the firm.
adjusted net income the firm reports.
the difference between the net income the analyst expects the firm to generate and the reported earnings of the firm.