A marketing manager for a new brand of bar soap decides to mail free samples to consumers. The logic for using this approach is best explained by
A) the "economic buyer" model.
B) the stimulus-response model.
C) the typical consumer's adoption process.
D) the need to reduce dissonance.
E) the high level of problem solving required with such a product.

Question

Quizplus · Accepted Answer

The marketing manager is using the approach of sending free samples to consumers as a way to encourage them to try the product and potentially move them along in the adoption process. This approach targets consumers who are in the evaluation stage of the adoption process and helps to reduce their perceived risk by allowing them to try the product before making a purchase.

A Marketing Manager for a New Brand of Bar Soap