Chapter 11 – Customer-Driven Marketing
70. Prism Phones wants to target college students and young professionals. The company has
therefore decided to advertise its cell phones over social networking and other popular
websites. Relative to television advertising, this strategy will help Prism Phones save costs
and thus allow the firm to sell its phones at more competitive prices. Prism Phones’ decision
to advertise through different media than the ones adopted by other firms illustrates the _____
activities of the marketing mix.
A. price
71. Which of the following is a social variable of buying behavior?
