Scenario 15-3 It's Time to Take Your Weekly Trip to the Grocery

question 15

Multiple Choice

Scenario 15-3
It's time to take your weekly trip to the grocery store.You bring a coupon good for 50¢ off a national brand of coffee.As you walk the aisles, a woman asks if you'd like to try a slice of pizza.After you taste it, she points out where the brand is kept in the freezer display.When you get to your favorite brand of toothpaste, you're delighted to find that a toothbrush with the same brand name is attached to the box at no charge.You turn the corner and run into a cardboard cutout of one of the stars from a leading medical drama on TV.This display has a medical kit full of a new brand of pain reliever built into it.Your last stop is the cereal aisle, where you notice that one brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character for $4.95.
-(Scenario 15-3) You realize later that getting the free toothbrush is nice, but wonder whether it will lead you to buy that brand next time you need one.Some critics point out that sampling is probably not a particularly effective technique for the manufacturer if the item is

• A)new to the market.
• B)highly superior to competitors.
• C)targeted at current customers.
• D)perceived as a convenience good.

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Definitions:

Injunction

A court order that either prohibits a party from doing a specific act (restraining order) or orders a party to carry out a specific act (mandatory order), typically to prevent harm or to preserve the status quo during litigation.

Civil Lawsuit

A legal action taken by one party against another for the purpose of resolving a dispute or claiming damages.

Deceptive Advertising

The practice of advertising with claims that mislead or could mislead a reasonable consumer.

Industry Guides

Publications or documents issued by regulatory bodies that provide compliance guidelines for specific industries.