Provide two decision-making examples: one of an occasion when a consumer might use
a compensatory decision rule, and one when the consumer might use a
noncompensatory decision rule. For each, briefly identify the characteristics of the
decision that would make a compensatory or noncompensatory rule the best choice. Be
Jim is reviewing the proposed assessment measures for an upcoming travel magazine
campaign encouraging last-minute travel to his region. Jim knows he can measure the
number of inquiries on the website in response to the ad, but he wants to monitor
external factors that could influence consumers' responsiveness to the campaign. What
factors should he monitor?
In July 2010, Microsoft discontinued the Kin, its social networking phone, after just six
weeks of disappointing sales. During what step of the strategic marketing planning
process would Microsoft have made the decision to stop offering the product?