Established companies have an advantage over new companies when the market and customer preferences for the innovation are well known

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

A) whether they are having fun B) whether they are learning C) whether it affects their self-image D) whether the brand is novel E) whether their family is having fun

If an organization's marketing department wants to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, it would most likely occur in the ________ step of the segmentation process

A) needs-based segmentation B) segment identification C) segment profitability D) segment "acid test" E) marketing-mix strategy