If we want to estimate the likelihood that a new, low-calorie ...

[skymedlock]

If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n)
 a. prototype process.
  b. comparative process.
  c. exemplar model.
  d. conjunctive model.
  e. representativeness heuristic.

Question 2

________ benefits are the basic requirements the business marketer must meet to be included in the customer's consideration set.
 a. Core
 b. Add-on
 c. Financial
 d. Personal
 e. None of the above

[Expo]

Answer to Question 1

E

Answer to Question 2

a