Author Question: Evelyn wants to buy a new car. She turns to her friend who is a car enthusiast for his ... (Read 72 times)

crobinson2013 · **on:** Jun 29, 2018

Evelyn wants to buy a new car. She turns to her friend who is a car enthusiast for his recommendation. He tells her Toyota is by far the best brand. Evelyn goes to a Toyota dealership. She notices a Toyota Corolla that is at a reasonable price point. However, she likes the fact that the Toyota Camry is a mid-sized car, but it is more expensive. Evelyn tries to remember what her friend told her but is having trouble. She starts weighing the benefits of both vehicles in an attempt to make her final decision. The fact that Evelyn sought advice from her friend is an example of _________________. Her attempt to weigh the benefits of the vehicles against one another is _______________.
A) problem recognition; evaluation of alternatives
B) external information search; internal information search
C) internal information search; problem recognition
D) external information search; evaluation of alternatives
E) pre-purchase evaluation; selective exposure

Question 2

A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to
a. estimate the number of viewers who will see the company name.
b. allow the CEO to meet with top golfers on the course.
c. calculate the exposures to the brand received by attendees.
d. use the opportunity to entertain important clients and recruit new ones.