In identifying and targeting newly divorced couples, do you think marketers are exploiting these couples’ situations? Are there instances where you think marketers may actually be helpful to them? Support your answer with examples.
Answer to relevant QuestionsIndustrial purchase decisions are very rational. Aesthetic or subjective factors do not—and should not—play a role in this process. Do you agree? Using Table 9.1 as a model, construct a person/situation segmentation matrix for a brand of perfume. What is the difference between unplanned buying and impulse buying? How can we compare consumers’ allegiance to some products as a form of religious observance? Some industry experts feel that it is acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about ...
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