The Lower Classes Use More Restrictive Codes Than Do the Upper

question 144

Multiple Choice

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance would be sold to a working- class man compared to an upper- class man?

• A) The promotion to the working- class man would emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper- class promotion would emphasize the long- term consequences of the choice.
• B) The promotion to the working- class man would emphasize the long- term benefits of insurance, while the upper- class promotion would emphasize the short- term consequences of the choice.
• C) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.
• D) The promotion to the working- class man would emphasize words while the upper- class promotion would emphasize pictures.
• E) The promotion to the working- class man would emphasize pictures while the upper- class promotion would emphasize words.

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Definitions:

Balanced Scorecard

This is a strategic planning and management system used to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organizational performance against strategic goals.

Internal Process

Activities and operations carried out within an organization to ensure the effective creation of goods or delivery of services.

Innovation And Learning

The process of creating new ideas, products, or methods and the acquisition of knowledge to improve efficiency or effectiveness.

Residual Income

A measure of the income that exceeds the minimum required return on a company's investments or operations.