Unformatted text preview: gatekeeper
An opinion leader is an individual who influences the opinions of others.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with
Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber
rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will
be sold to the public at prices only slightly higher than nylon carpet tiles. Interface’s CEO has
repeatedly said the mission of his company is to look for manufacturing materials that are
renewable and not petroleum dependent.
130. Refer to Interface. A consumer who was in the market for floor covering would be most likely to
locate information on the biodegradable floor tiles during which stage of the consumer decisionmaking process?
Evaluation of alternatives
Internal information search
External information search
The information would come from an outside source since it is a new product.
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 131. Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled
information source for floor tiling?
A store display showing the various colors of
An ad in Better Homes & Gardens for floor
e. A salesperson at a store that specializes in
A brochure explaining why the corn-based
floor tiles are superior to nylon ones
A discussion with coworkers about the best
floor tiles to buy ANS: E
Any kind of word-of-mouth communication or discussion about a product would be an example
of nonmarketing-controlled information sources.
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 132. Refer to Interface. To reduce potential _____, Interface could include a letter in every box of
corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.
Postpurchase messages are one way marketing managers can reduce cognitive dissonance.
KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 133. Refer to Interface. Which of the following is an example of a cultural influence on consumer
Personality of the buyer
How much the buyer knows about actions he
or she can take to save the environment
Lifestyle of the buyer
The buyer’s motivation for buying the cornfiber carpet tile
The acceptance of green marketing among a
Culture is a set of values, norms, attitudes, and other meaningful symbols that shape human
behavior and the artifacts, or produ...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model