When Roger Decides Which Airline to Use to Fly from Baltimore

question 96

Essay

When Roger decides which airline to use to fly from Baltimore to San Diego,he considers the price,number of stops,and frequent-flyer miles he will earn.However,earning frequent-flyer miles is the most important factor for him.Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning.

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Definitions:

Competitors' Products

Goods or services offered by rivals in the same market that compete for the same customer base or market share as one's own products.

Cluster of Benefits

A grouping of advantages or positive outcomes that a product or service offers to its customers, often used in marketing to highlight value.

Marketing Mix

The combination of factors that can be controlled by a company to influence consumers to purchase its products, typically encapsulated by the four Ps: Product, Price, Place, and Promotion.

Four Ps of Marketing

A marketing mix model that consists of product, price, place, and promotion, used to pursue marketing objectives.