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13. Steven admires the qualities of the pro golfers at his golf club. Because he has decided to try and turn pro, he begins to emulate their behaviors on and off the golf course. He watches them practice, he purchases the same brands of clothing they wear, he notes the type of clubs they use, and even what the purchase from the lunch menu. What type of power of influence do the pro golfers seem to have for Steven? A. Expert power B. Legitimate power C. Referent power D. Reward power 14. During summer, a lotion manufacturer might promote the fact that the bottle floats and it is hard to lose. In this case, the marketers are trying to A. Fine-tune their segmentation strategy to the usage situation B. Reflect consumers' situation self-image C. Increase the open rate D. None of the above 15. Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates consumers rely on WOM in the later stages of evaluation and adoption A. Word of mouth B. Buzz marketing C. Brand awareness D. Collective decision making

13. Steven admires the qualities of the pro golfers at his golf club. Because he has decided to try and turn pro, he begins to emulate their behaviors on and off the golf course. He watches them practice, he purchases the same brands of clothing they wear, he notes the type of clubs they use, and even what the purchase from the lunch menu. What type of power of influence do the pro golfers seem to have for Steven? A. Expert power B. Legitimate power C. Referent power D. Reward power 14. During summer, a lotion manufacturer might promote the fact that the bottle floats and it is hard to lose. In this case, the marketers are trying to A. Fine-tune their segmentation strategy to the usage situation B. Reflect consumers' situation self-image C. Increase the open rate D. None of the above 15. Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates consumers rely on WOM in the later stages of evaluation and adoption A. Word of mouth B. Buzz marketing C. Brand awareness D. Collective decision making

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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13. Steven admires the qualities of the pro golfers at his golf club. Because he has decided to try and turn pro, he begins to emulate their behaviors on and off the golf course. He watches them practice, he purchases the same brands of clothing they wear, he notes the type of clubs they use, and even what the purchase from the lunch menu. What type of power of influence do the pro golfers seem to have for Steven? A. Expert power B. Legitimate power C. Referent power D. Reward power 14. During summer, a lotion manufacturer might promote the fact that the bottle floats and it is hard to lose In this case, the marketers are trying to A. Fine-tune their segmentation strategy to the usage situation B. Reflect consumers' situation self-image C. Increase the open rute D. None of the above 15. Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates consumers rely on WOM in the later stages of evaluation i and adoption A Word of mouth B. Buzz marketing C. Brand awareness D. Collective decision making
Transcribed Image Text:13. Steven admires the qualities of the pro golfers at his golf club. Because he has decided to try and turn pro, he begins to emulate their behaviors on and off the golf course. He watches them practice, he purchases the same brands of clothing they wear, he notes the type of clubs they use, and even what the purchase from the lunch menu. What type of power of influence do the pro golfers seem to have for Steven? A. Expert power B. Legitimate power C. Referent power D. Reward power 14. During summer, a lotion manufacturer might promote the fact that the bottle floats and it is hard to lose In this case, the marketers are trying to A. Fine-tune their segmentation strategy to the usage situation B. Reflect consumers' situation self-image C. Increase the open rute D. None of the above 15. Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates consumers rely on WOM in the later stages of evaluation i and adoption A Word of mouth B. Buzz marketing C. Brand awareness D. Collective decision making
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