Describe some important strategies for a marketer of a high-involvement product
What will be an ideal response?
Marketers must understand the information-gathering and evaluation behavior of their high-involvement customers. This involves helping customers learn about the product attributes and their relative importance, as well as clearly differentiating the brand's features. Marketers might use long copy in print media to satisfy the customer's need for information. Marketers must also motivate salespeople to influence the customer's choice. To discourage customers' postpurchase dissonance, after-sale communications from the marketer should help customers feel good about their purchase decision.
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When trust is lacking between two people communicating with each other, the individuals tend to become _____________ rather than focus on the meaning of the message
a. defensive b. responsive c. proactive d. agreeable
At the time of an election, an employer can ________ without violating the NRLA
a. threaten employees with loss of their job if they cast their vote during the election b. communicate general views about unionism c. promise economic benefits to the employees if they reject unionization d. ask employees how they are going to vote in an election