How Are Marketers Responding to the Fragmentation of the Consumer

question 26

Multiple Choice

How are marketers responding to the fragmentation of the consumer market?

• A)They are using more direct selling to make event sponsorship more successful.
• B)They are using less direct marketing.
• C)They are using more sales promotions that are tied into local events.
• D)They are employing clipping services to determine the effectiveness of their press releases.
• E)They have basically ignored the fragmentation of the consumer market and continued doing business as usual.

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Definitions:

Income

The money received by individuals or entities, typically in the form of wages, salaries, or various types of investments returns.

Opportunity Cost

The forfeiture of possible benefits from other options when a specific choice is made.

Real Cost

The total cost of producing a good or service, considering all resources including time and opportunity costs.

Choice Set

A set of all possible options available for a consumer or a decision-maker in a given context.