Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
-(Scenario 5-2)While deciding on what brand of cell phone he should buy,Mark,a university student,asks his friend for suggestions on different models of cell phones.His friend immediately says that Apple,Samsung and Google are good options.This is an example of .

Question

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
-(Scenario 5-2)While deciding on what brand of cell phone he should buy,Mark,a university student,asks his friend for suggestions on different models of cell phones.His friend immediately says that Apple,Samsung and Google are good options.This is an example of        .

Quizplus · Accepted Answer

Mark's friend is suggesting three specific brands of cell phones, which fits the definition of an "evoked set." An evoked set is a group of brands that a consumer considers when making a purchasing decision. Mark's friend is narrowing down the options for him by suggesting only these three brands, which can help Mark make a more informed decision. A need state refers to a consumer's desire for a particular product, while stratification is a marketing term that refers to the division of customers into different categories based on their purchasing power or other factors. Cognitive dissonance refers to a feeling of discomfort or uncertainty that a consumer may experience after making a purchase.

Scenario 5-2 Since Its Introduction to the Market in 2007, Apple Inc.'s