Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?
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) all of the above
E) none of the above

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 a Public Policy Decision Maker