This metaphor implies that for marketing communication to be successful, consumers must advance through a series of psychological stages, much like the way a person advances on a ladder.
a. the hierarchy-of-effects
b. management consensus
c. ladder of success
d. hierarchy-of-standards
Question 2
LaTasha is a purchasing agent for a large construction company. Jeff is a salesperson for a building materials company and has been calling unsuccessfully on LaTasha for several weeks. LaTasha likes Jeff and believes he is selling a good product. Unfortunately, she does not feel she can rely on him if she ever had a problem with one of the orders. Which of the following best reflects the underlying problem?
a. Jeff has lied to LaTasha.
b. Jeff's company needs to work on its ability to deliver orders accurately and on time.
c. LaTasha doesn't trust Jeff.
d. LaTasha is simply a tough buyer.
e. All of the above are correct.
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