Claudia Norman, a Marketing Consultant, Recommended That Brand Equity for a New

question 69

Multiple Choice

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

• A) promotional consideration
• B) emotional learning
• C) classical conditioning
• D) instrumental conditioning

---

Definitions:

Individualism/Collectivism

A cultural dimension that describes whether people in a society are integrated into strong, cohesive in-groups (collectivism) or act as independent, self-reliant individuals (individualism).

Conflict

A serious disagreement or argument, typically a protracted one, which can occur between individuals, groups, or nations.

Motive

A reason for doing something, especially one that is hidden or not obvious.

Boston Marathon

An annual marathon hosted by the city of Boston, Massachusetts, known as the world's oldest annual marathon.