Which of the following has resulted in a dramatic shortening of product life cycles?
A. Acceleration of the pace of technological change
B. Lack of domestic competition
C. Affluence of customers
D. An increase in the number of educated consumers
E. Removal of trade barriers
A
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The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. All of the following are variables that are commonly used except:
A) demographics. B) polycentrics. C) behavioral characteristics. D) benefits sought. E) psychographics.
Which of the following statements is true of the two-step approach to mass communications?
A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed. B) Communications through mass media bypasses opinion leaders and reaches the individual buyers. C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media. D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.