Two brothers own a hair salon. One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop
The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment. (The newspaper goes to everyone in the area.) What type of market research can they use to determine whose idea would be more profitable? Explain your answer.
Causal research could be used to understand cause-and-effect relationships. Both methods should be tried as experiments, and then the results compared to determine which idea would be the most profitable.
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Three vendors submitted bids to a company looking to purchase a new shelving system. The bids were submitted to the purchasing manager, but his assistant receives and distributes all of the purchasing manager's mail. Here, the assistant acts as a(n) _______ in the buying center.
gatekeeper influencer user buyer
A marketing communications objective to ________ has the goal of influencing the consumer to take the next step toward buying
A) help the consumer recognize a need B) build awareness and interest C) reinforce the buying decision D) remind about a brand E) stimulate action