A Customer Who Searches the Yellow Pages for Information Regarding

question 22

Multiple Choice

A customer who searches the Yellow Pages for information regarding a business is taking which of the following dual roles in the communication process?

• A) Feedback and encoder
• B) Receiver and message channel
• C) Receiver and initiator
• D) Source and initiator
• E) Encoder and decoder

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Definitions:

Marginal Utility

The additional satisfaction or utility that a person receives from consuming one additional unit of a good or service.

Milk Shakes

A cold beverage made from milk, ice cream, and flavorings or sweeteners such as butterscotch, caramel sauce, or chocolate syrup.

Marginal Utility

The change in satisfaction or utility an individual gains from consuming an additional unit of a good or service.

Consumer Surplus

The gap between what consumers are ready to pay for a product or service and the actual amount they spend.