Paul's family has owned and operated a small chain of conventional supermarkets for
many years. Competition from a variety of other kinds of retailers has adversely
affected the business. To address the new competitive reality, Paul wants to apply what
he recently learned as a marketing major and he has recommended that his family's
A. emphasize fresh, locally sourced perishables.
B. target the broadest possible customer base.
C. eliminate customer frills and extras.
D. offer fewer private-label brands.
E. offer more national brand packaged goods and few perishables.
Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer.
Based on the use of humor in advertising for beer, does Budweiser believe that beer is a
high-involvement or low-involvement purchase for most consumers? Explain your
answer using the elaboration likelihood model.