17.One of the principles that marketers rely on in the purchasing decisions of consumers is bounded rationality. Why is this the case?

Select one:

a.The consumer will try to obtain maximum payoff. This enables marketers to provide an optimum value mix of price and features.

b.The consumer will attempt to satisfice. Knowing this, marketers can deliver advertising which assists consumers in their management of information and comparison complexity.

c.The consumer will only search until they find something that is good enough. Therefore brand name advertising has increased merit.

d.The consumer will have clear preferences. These can be discovered by marketers and then exploited.

18. Which of the following is a feature of integrative bargaining?

Select one:

a.Joint Gain.

b.Fixed Pie.

c.Zero-Sum Gain.

d.Resistance Points.