Andrew is considering the purchase of a portable dvd

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31. Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? A) tangible B) intangible C) primary D) secondary E) instrumental Answer: A Page: 573 Difficulty: moderate 32. Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? 33. Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look “cool” and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. 34. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. 153
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Chapter 16 Alternative Evaluation and Selection 35. Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her or she must determine all EXCEPT which of the following? 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) all of the above must be determined E) none of the above Answer: D Page: 574 Difficulty: easy 36. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? 37. Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?
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