Frank Wright Is a Stereo Buff Who Will Go to Great

question 106

Multiple Choice

Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because many people will see the stereo when they visit his home. If you were the marketing
VP for Quality Electronics Inc., and your market was primarily made up of people just like Wright, which influence source would you most likely build into your promotional messages?

• A)situational influences
• B)self-concept influences
• C)reference group influences
• D)perceptual risk influences

---

Definitions:

Public Good

A product or service that is available for all people to consume, without being depleted, regardless of who pays for it.

Public Good

Services or products are given freely to all members of society, supplied by either public institutions or private sectors, with no intention to profit.

Willingness To Pay

The maximum amount an individual is prepared to spend on a good or service, indicating the value they derive from the item.

Marginal Cost

The money required to produce another unit of a product or service.