It Costs Millions in Advertising to Lure New Customers to Cosmetic

question 44

True/False

It costs millions in advertising to lure new customers to cosmetic counters. A cosmetics company CEO recognized that women prefer to be loyal to their cosmetic brands and, in doing so, would need products that take a woman through her lifetime, changing as her skin changes. By following this philosophy, the company began practicing one of the main tenets of relationship marketing.

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Definitions:

Multiple-Act Criterion

Term for a general behavioural index based on an average or combination of several specific behaviours.

Subjective Norm

The perceived social pressure to perform or not perform a particular behavior, based on the expectations of others.

Specific Measures

Detailed and precise metrics or criteria used for evaluating or assessing particular aspects or phenomena.

Theory of Reasoned Action

A psychological theory that proposes that an individual's intention to engage in a behavior is a primary determinant of whether they will actually do so, influenced by their attitudes and subjective norms.