Becky wants to buy a new cell phone. She asks her tech-savvy friends to recommend a good phone that is light in weight and easy to use. In this scenario, Becky is obtaining information using a(n) _____ information source
a. unbiased
b. internal
c. nonmarketing-controlled
d. marketing-controlled
ANSWER: c
Becky is obtaining information using a nonmarketing-controlled information source. A nonmarketing-controlled source is a product information source that is not associated with marketers promoting a product. One example of this type of source is personal sources, such as family and friends. Becky is making use of personal sources by asking her friends to recommend a phone to buy.
You might also like to view...
The purpose of the Truth-in-Lending Act (Regulation Z) is to:
A. Set the maximum interest rate. B. Set the minimum interest rate. C. Inform borrowers the true cost of obtaining credit. D. Disclose to the borrower loan closing costs.
A firm's Return on Equity (ROE) measures
A) its profitability relative to its total assets. B) its profitability relative to its equity investment. C) its return on sales. D) its debt to equity ratio.