Scenario 5-4 an American Automobile Company Sees That the Market Share of Share

question 37

Multiple Choice

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
-(Scenario 5-4) After running a MAAM analysis, the advertising agency discovers that the fact that the car is made in America is a consideration for consumers; in fact, most consumers are aware of where a car is made. However, it's a relatively unimportant consideration. The task that confronts the advertising agency is to

• A) change the evaluative criteria that consumers use.
• B) get the car included in a consideration set.
• C) change the importance weight of the attribute.
• D) move the car into a limited problem-solving mode for consumers.