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Chapter 17 also discusses characteristics ofonline shoppers and provides a typology ofonline shopping segments. Justify your response.(Hint: Multiple segments could be correctdepending on your justification.)a. Which of these segments would be most likelyto adopt Amazon Prime Air?b. Which of these segments would be least likelyto adopt Amazon Prime Air?

What does “unique monthly visitors” mean in online lingo? Who uses this metric and for what purpose?

Industrial purchases, unlike consumer purchases,do not have an emotional component.” Comment.

The following quote is from Paul Casi, presidentof Glenmore distilleries: “Selling cordials is a lotdifferent from selling liquor. Cordials are like theperfume of our industry. You’re really talking highfashion and you’re talking generally to a differentaudience—I don’t mean male versus female—I’mtalking about lifestyle.”a. In what ways do you think the lifestyle of cordialdrinkers would differ from that of those whodrink liquor but not cordials?b. How would you determine the nature of anysuch differences?c. Of what use would knowledge of such lifestyledifferences be to a marketing manager introducing a new cordial?

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