BUS 350 (BUS 350)

Much of what we know about products comes about through brand image rather than marketer controlled information. Jason works as a building engineer at a large hotel. The hotel management has been receiving complaints about the elevators. Guests think they have to wait too long for an elevator. Jason realizes that the elevator cannot be made to go any faster with the current technology available to the hotel. What should he do? Many people, before buying an automobile, will look at car ratings an...

A charity group wants to raise money for famine relief for children. They know that people have little interest in the faraway country where the famine is raging, or in the complicated causes of the famine, but they love children. What type of ad should the charity run to increase contributions? Chen Lo uses a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's p...

A soft drink company decided to produce a cola drink with more caffeine than normal because they believed that this would prevent drinkers from shifting to coffee and tea drinks after they graduated from college. They test-marketed this new product at a Midwestern University because they were interested in using ________ as a segmenting strategy. Professor Franklin had a time machine and traveled back to 1975. He told a marketing class that it would become popular to put holes through various pa...