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
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Josiah Wedgwood, Queen's Ware dinner service (detail).
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