Scenario 7-1 In Collaboration with the Ministries of Health and Water, PSI/Tanzania

question 37

Multiple Choice

Scenario 7-1
In collaboration with the Ministries of Health and Water, PSI/Tanzania launched WaterGuard, a home water purification solution, in 2002. This simple, low-cost technology enables parents to purify their families drinking water conveniently at home, regardless of whether the water was obtained through a well, community taps, or mobile water vendor. WaterGuard is manufactured in Tanzania by a well established, private-sector soap and detergent company. Each 500 ml bottle of WaterGuard treats more than fifty 20 liter jerry cans of water- enough to provide the average family with clean drinking for a month. WaterGuard is being promoted through TV and radio advertising, point of sale signs, direct marketing events, and billboards. (PSI, http://www.psi.org, January 15, 2005) .
-(Scenario 7-1) A marketer of jams and jellies considers entering the Tanzanian market. As it researches the market, it discovers that Tanzanians eat their bread dry. To discover this, the marketer most likely performed

• A) research into economic conditions.
• B) research into customs and rituals.
• C) demographic research.
• D) product use and preferences research.

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Definitions:

Personal Hygiene

The practice of maintaining cleanliness and grooming of the body to promote health and wellbeing.

Anhedonia

The loss of interest in and inability to gain pleasure from most activities, a symptom often associated with depression.

Alogia

A reduction in the amount or content of speech, often seen in schizophrenia, marked by brief and unelaborated responses.