The Purchase of Bottled Sparkling Water Is a Low-Involvement Purchase

question 155

Multiple Choice

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

• A) Avoid Perrier brand stockouts on retailers' shelves.
• B) Make the purchase decision a high-involvement one.
• C) Offer coupons for Perrier bottled water.
• D) Convince retailers to offer only Perrier water.
• E) Denigrate its competition.

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Definitions:

Total Quality Management

A comprehensive approach to long-term success through customer satisfaction, emphasizing continuous improvement of processes and products.

Self-Managing Work Teams

Groups of employees granted the autonomy to plan, execute, and monitor their work activities with minimal direct supervision.

Continuous Quality Improvement

A systemic and persistent effort to make incremental improvements in processes and systems to enhance quality.

Continuous Improvement

A continuous endeavor aimed at enhancing products, services, or processes through both minor and major advancements.