S.C. Johnson has developed, Pledge wipes, an ingenious twist on their widely available wood cleaner Pledge. The marketing manager wishes to test market the new product, but he is hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. He opts for test marketing by showing some consumers the new wipes and asking them to rate the product's features. This is a(n):
a. controlled test market.
b. standard test market.
c. simulated test market.
d. electronic test market.
e. None of the above.
Question 2
Which of the following statements is true of charitable behavior of consumers?
A) Consumers are more likely to donate to a charity that has corporate sponsorship, because they believe their individual donations will matter more.
B) Social and online media reduce the impact of charitable behavior.
C) Consumers with an interdependent self-construal are more open to making charitable donations than consumers with independent self-construals.
D) When consumers perceive the beneficiaries as belonging to a cohesive group with positive traits, they donate less money.
E) Charitable behavior has received negligible marketing attention.
Large Yellow Wood Sorrel
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