Two Fundamental Questions Must Be Asked by an Advertiser When

question 37

Multiple Choice

Two fundamental questions must be asked by an advertiser when trying to determine which market segment to target.They are "What do members of the segment want in a product?" and

• A)"How much are they willing to pay for it?"
• B)"Is the segment currently growing?"
• C)"What are they willing to settle for?"
• D)"Can my company provide it?"

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Definitions:

Personality Inventory

A questionnaire or other standardized instrument used to evaluate the personality traits and characteristics of individuals.

MMPI

The Minnesota Multiphasic Personality Inventory (MMPI) is a standardized psychometric test of adult personality and psychopathology used to diagnose mental disorders.

Lie Scale

A tool used in psychological testing to measure the tendency of test participants to provide socially desirable responses instead of choosing responses that are reflective of their true behavior.

Trait Dimension

A trait dimension is a continuum along which individual differences in a specific personality trait can be measured.