Describe some important strategies for a marketer of a high-involvement product
What will be an ideal response?
Marketers must understand the information-gathering and evaluation behavior of their high-involvement customers. This involves helping customers learn about the product attributes and their relative importance, as well as clearly differentiating the brand's features. Marketers might use long copy in print media to satisfy the customer's need for information. Marketers must also motivate salespeople to influence the customer's choice. To discourage customers' postpurchase dissonance, after-sale communications from the marketer should help customers feel good about their purchase decision.
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According to Hellmut Schütte, which of the following is a higher-level need that can be satisfied through acts within a group that command respect?
A) physiological needs B) safety needs C) admiration needs D) affiliation needs
Arguments in favor of the retrospective application method include
A) the adjustments to be made when reading the financial statements are easier to determine. B) a company's current years earnings should not be penalized (decreased) by events beyond the control of company's management. C) all financial statements presented at a given date are consistent. D) evaluating financial statements is easier when all principles used are known by the reader.
Which of the following is an example of branded entertainment?
A) a company placing its product in a movie scene B) a company using a celebrity to endorse a product C) a company airing its advertisements in movie theaters D) a company using an acclaimed movie director to film an advertisement E) a company using a famous song in its advertisement
Knowledge that an individual has but that is difficult to express clearly in words, pictures, or formulas and is therefore difficult to transmit to others is known as ________ knowledge.
Fill in the blank(s) with the appropriate word(s).