Describe the process of perception and discuss how marketers can influence each component of the perception process
What will be an ideal response?
Perception is the process by which people select, organize, and interpret information from the outside world. The three components of perception are exposure, attention, and interpretation. Exposure is the extent to which a person's sensory receptors--eyes, ears, nose, mouth, and skin--are capable of registering a stimulus. Attention is the extent to which we devote mental-processing activity to a marketing stimulus. We do not attend to every stimulus to which we are exposed. Interpretation is the process of assigning meaning to a stimulus based on prior associations and assumptions. Marketers should present their messages in media that increase consumer exposures and that increase the likelihood of consumer attention. Because consumers may not interpret messages in the way marketers intended, marketers should take care to avoid content that would lead to possible misinterpretations.
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A "Dutch auction" was used by Google to raise money in 2004. A Dutch auction involves
A) hiring a Dutch firm to sell a company's securities at auction. B) allowing investment banking firms to submit bids on how many shares they are willing to sell and at what price. C) allowing investors to submit bids saying how many shares they'd like to buy and at what price. D) selling bonds in Europe.
A) first offering of a firm's stock to the public B) financial instruments that represent partial ownership of a firm C) investors owning this type of stock have priority over common stockholders in receiving dividends
39) common stock 40) IPO 41) secondary market 42) day trader 43) bonds 44) institutional investors 45) stock exchanges 46) preferred stock What will be an ideal response?