Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?
What will be an ideal response?
A simple response from a consumer does not always give enough information about why the consumer feels a certain way about a product or about what marketers can do to change the consumer's attitude. The models assume that a consumer's attitude or evaluation of an attitude object will depend upon the beliefs he or she has about several attributes of the object. The use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.
Basic multiattribute attitude models specify three elements:
• Attributes are characteristics of the attitude object.
• Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to which the consumer perceives that a brand has a particular attribute.
• Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are more important than others to the consumer. These weights are likely to differ across consumers.
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This question has two parts; be sure to answer both. First, which four factors are essential to successful implementation of an OD program? Briefly explain each. Next, assume that you manage the U.S. office a multinational corporation that has offices in Europe, Asia, and South America. You are having difficulty with your company's product receiving many negative reviews on Amazon, Yelp, and other online review sites. Explain how you will improve the situation through awareness of each of the four factors.
What will be an ideal response?
Mucura Enterprises has a credit balance of $40,000 in its Allowance to Adjust Long-Term Investments to Market account before adjustment. Its investment portfolio has a total cost of $250,000 and a market value of $225,000 . The year-end adjustment entry that would be recorded in the books of Mucura Enterprises is:
a. Long-Term Investments 15,000 Allowance to Adjust Long-Term Investments to Market 15,000 b. Allowance to Adjust Long-Term Investments to Market 15,000 Unrealized Loss on Long-Term Investments 15,000 c. Allowance to Adjust Long-Term Investments to Market 25,000 Long-Term Investments 25,000 d. Unrealized Loss on Long-Term Investments 25,000 Long-Term Investments 25,000
Formal employee assistance programs:
a. tend to increase the incidence of fraud in organizations. b. help employees gain access to promotions. c. help employees deal with personal and unshareable pressures. d. generally are considered to provide an ROI (return on investment) in excess of 10%. e. All of the choices are true of employee assistance programs.
Which of the following accounts appear in the liabilities section of the balance sheet?
A. Notes payable, discount on notes payable, credit card receivables B. Accounts payable, notes payable, allowance for doubtful accounts C. Accounts payable, allowance for doubtful accounts, warranties payable D. Warranties payable, discount on notes payable, accounts payable