Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.
A) which evaluative criteria are used by the consumer
B) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
D) A and B
E) A, B, and C

Question

Quizplus · Accepted Answer

It is often difficult to determine which criteria consumers are using in a particular brand-choice decision, particularly if emotions or feelings are involved.

Before a Marketing Manager or Public Policy Decision Maker Can