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 faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues,
Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.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 the iphone and Blackberry are good options.This is an example of .

Question

Quizplus · Accepted Answer

Mark's friend suggests the iPhone and Blackberry as possible options for a cell phone. This is an example of Mark's "evoked set" - the brands or products that come to mind when a consumer is considering a purchase. In this case, Mark's friend has provided him with a limited list of options that he can consider, which is part of his evoked set. The best choice, therefore, is option C: an evoked set.

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