While shopping for grocery, Marissa is unsure about which brand of ready-to-serve
pumpkin pies to purchase for the Thanksgiving dinner she has planned. To make the
final decision, she calls her mother and buys the brand that she recommends. In this
scenario, which of the following determinants has influenced Marissa's purchasing
decision with regard to the pumpkin pies?
A. Primary reference group
B. Subculture influence
C. Secondary reference group
D. Family life cycle
Which of the following is a potential benefit of forming a strategic alliance?
A. It primarily helps both firms in accomplishing their short-term operational goals.
B. It will lead to one of the organizations in the alliance gaining a competitive
advantage over the other.
C. It will lead to market expansion and greater penetration of current markets.