Marketing Managers Are Interested in the External Information Search Because

question 11

Multiple Choice

Marketing managers are interested in the external information search because:

• A) it provides them with direct access to the consumer.
• B) it is through the external information search that the consumer builds up the inert set.
• C) information pulled from memory is more salient to the consumer than any other type.
• D) it provides them with direct access to the consumer and it is through the external information search that the consumer builds up the inert set.

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Definitions:

Controlling Influence

The power or authority to govern or direct the management and policies of another entity without necessarily having majority ownership.

Voting Stock

Shares that give the shareholder the right to vote on matters of corporate policy and the election of the board of directors.

Equity Changes

Refers to variations in the owners' equity in a business over time due to earned income, distribution of profits, investments, and withdrawals.

Trading Securities

Financial instruments that are purchased and held primarily for sale in the short term to generate income on short-term price differences.