ATTITUDE SCENARIO Consider a Consumer Who Is Contemplating an New Automobile Purchase

question 4

Multiple Choice

ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:

-Refer to Attitude Scenario. What can this model tell marketers regarding this consumer?

• A) Low price is the least important attribute for this consumer.
• B) This consumer believes that Honda Accord has a better warranty than Ford Taurus.
• C) This consumer believes the price for the Honda Accord is lower price than the price for the Ford Taurus.
• D) This consumer has a more favorable attitude toward Honda Accord.
• E) This consumer has a more favorable attitude toward Ford Taurus.

Identify the use of suggestion techniques in sales scenarios.

Describe the importance of the sales presentation mix and factors influencing its elements.

Understand the concept of proof statements and their significance in substantiating product claims.

Learn the use of nonverbal communication techniques in sales.

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Definitions:

Work in Process

Inventory that includes goods that are in the process of being manufactured but are not yet complete.

Finished Goods Inventory

Manufactured goods that are complete and ready for sale.

Lower of Cost

A principle typically applied in the valuation of inventory and financial assets, stating to record the asset at the lower of its historical cost or current market value.

Net Realizable Value

The estimated selling price in the ordinary course of business, minus the estimated costs of completion and the necessary costs to make the sale.