Question 1

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

Accepted Answer

A)   which evaluative criteria are used by the consumer
B)   how the consumer perceives the various alternatives on each criterion
C)   the relative importance of each criterion
D)   A and B
E)   A, B, and C

Question 2

Which of the following is a decision rule used by consumers?

Accepted Answer

A)   conjunctive
B)   disjunctive
C)   lexicographic
D)   compensatory
E)   all of the above

Question 3

A technique that requires consumers to judge the similarity of alternative brands is _____.

Accepted Answer

A)   conjoint analysis
B)   attitude survey
C)   semantic differential scale
D)   perceptual mapping
E)   none of the above

Exam 16: Alternative Evaluation and Selection

A technique that requires consumers to judge the similarity of alternative brands is _____.

Correct Answer
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Which of the following is a decision rule used by consumers?

Correct Answer
verified

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

Correct Answer
verified

Exam 16: Alternative Evaluation and Selection

A technique that requires consumers to judge the similarity of alternative brands is _____.

Correct AnswerverifiedShow Answer

Which of the following is a decision rule used by consumers?

Correct AnswerverifiedShow Answer

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified