In Marketing, the Idea That People Are Willing to Give

Multiple Choice

In marketing, the idea that people are willing to give up something of value or to experience costs (e.g., time, money, embarrassment, the discomfort of changing habits) in order to receive something they value is referred to as ____________:

A) Exchange
B) Market segmentation
C) Formative research
D) Demand
E) Both A and D