A Good Marketing Manager Knows That

question 106

Multiple Choice

A good marketing manager knows that

• A) a consumer's reference group may consist of people with whom the consumer has no face-to-face contact.
• B) most consumers have only one reference group.
• C) a consumer's family is not a reference group.
• D) reference groups usually have the most influence on purchases of products which are not easily seen by others.
• E) None of these alternatives is true.

---

Definitions:

Measure of Return

A financial metric used to quantify the performance of an investment by assessing the gain or loss it generates.

Unit of Risk

A Unit of Risk quantifies the exposure to potential loss in an investment, typically measuring the volatility or variability of returns over a specified period.

Standard Deviation

A measure of the dispersion or variability of a set of values, indicating how much the values differ from the mean of the set.

Mean/Variance

Framework used in finance to assess portfolios by evaluating their expected returns against their risk, measured by variance or standard deviation.