List and briefly discuss the five major roles that people play in the decision-making process
What will be an ideal response?
The major roles are initiator, influencer, decider, buyer, and user. The initiator is the person who first suggests or thinks of the idea of buying a particular product or service. The influencer is the person whose advice or view carries some weight in making a final purchasing decision. The decider is the person who ultimately makes a buying decision or part of it, such as whether to buy, what to buy, how to buy, or where to buy. The buyer is the person who makes the actual purchase. The user is the person who consumes or uses the product or service.
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There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context
What will be an ideal response?
Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer surveys each month through its retail outlets. What risk is Greenfoods likely to face by putting out so many surveys each month?
What will be an ideal response?
Because direct operating expenses are split among departments on the departmental accounting income statement, direct operating margin can be calculated for each department
Indicate whether the statement is true or false
Which of the following best explains the goal of neuromarketing?
A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by scanning consumers' brains C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to answer complex "what if" questions