Marketers Can Influence the Outcome of the Evaluation Stage of the Consumer

question 75

Multiple Choice

Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by:

• A) attempting to convince consumers that certain attributes are more important than others in deciding which product to buy from among an array of them.
• B) identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria.
• C) trying to get the customer to reduce the size of the evoked set to exclude many of the choices.
• D) attempting to convince the consumer to spend more than what was budgeted for the purchase to acquire more features they might prefer.

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Definitions:

Forward Buying

Purchasing large quantities of goods when prices are lower to use or sell over time, often to hedge against price increases.

Marginal Subcontracting Cost

The additional cost incurred for outsourcing a unit of production or service beyond the normal capacity.

Layoff Cost

The expenses incurred by a company when reducing its workforce, including severance pay, benefits continuation, and potential legal costs.

Hiring And Training Cost

(new definition) Reflects the financial outlays involved in attracting, selecting, and enhancing the skills of employees to fulfill organizational roles.