Exhibit 4-1 $(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$

question 2

Multiple Choice

Exhibit 4-1
$\begin{array}{l}\text { Exhibit 4-1 }\\\begin{array} { l c c c c } \begin{array} { l } \text { Attributes } \\\text { (in order of } \\\text { importance) }\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } \text { Providers } \\\text { Budget }\end{array} & \text { Alamo } \\\text { Price } & 9 & 9 & 10 & 8 \\\text { Courtesy } & 7 & 6 & 9 & 9 \\\text { Selection } & 10 & 10 & 7 & 8 \\\text { Location } & 10 & 10 & 8 & 8 \\\end{array}\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$
-Refer to Exhibit 4-1.Using a nonsystematic approach,which car rental firm should be selected?

• A)Avis
• B)Hertz
• C)Budget
• D)Alamo
• E)Each customer's choice will differ based on his/her gut-level feelings.

---

Definitions:

Coordinated Repetition

A strategy involving the consistent and coordinated repetition of marketing messages across different media and platforms.

Vicarious Learning

Learning that occurs by observing the actions, outcomes, and consequences of others rather than by direct experience.

Brand Loyalty

The tendency of consumers to continuously purchase one brand's products over others due to satisfaction, trust, or emotional connection.

Classical Conditioning

A training method where a response initially triggered by a second stimulus becomes associated with a first stimulus, following their repeated pairing.