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Question
Compare and contrast age-based microcultures with generational microcultures. How is this distinction important to marketers?Answer
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REAL ESTATE BROKER SCENARIOJane, a consumer researcher, worked with a real estate broker as part of her research on consumer decision-making behavior. During the course of her research, she found that young couples, mostly professionals, look out for a space they can call their own. Although young, they seldom make spontaneous and impulsive decisions while buying a house. All of them arrive at a decision after an exhaustive effort of finding more information, talking to different people, and checking out neighborhoods through various sources. This strengthens Jane's hypothesis that people tend to make wise and informed decisions while buying a house. In her experience of working with the real estate broker, Jane has had a successful run, except for the time when an elderly man left disappointed after weeks of continuous search. After his retirement, he had wanted to invest in a "dream house," but sadly he could not find what he was looking for. Whatever he liked exceeded his budget. Jane also met a young couple who spent most of their weekends house hunting. After being out with them week after week, they finally admitted that they never intended to buy a house and that they were mostly interested in gathering information and being updated about the real estate industry. Refer to Real-Estate Broker Scenario. Young couples seldom make spontaneous, impulsive decisions while buying a house. All of them arrive at a decision after an exhaustive effort of finding more information, talking to different people, and checking out neighborhoods through various sources. Which of the following decision-making approaches are they most likely to employ?a. Experiential decision makingb. Habitual decision makingc. Routine decision makingd. Extended decision makinge. Limited decision making
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Which of the following statements is true about the amount of search performed by consumers during decision making?
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A microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.
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b. consumers who work their way into a class.
c. consumers who believe in conspicuous consumption to gain entry into a class.
d. consumers marked in some way that indicates their place in the society.
e. consumers born into a social class.
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a. habitus
b. conceptus
c. status
d. prospectus
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List the fundamental elements of verbal and nonverbal communication. Describe a recent interaction you had with another person and discuss the elements of verbal and nonverbal communication that took place.