Consider This Dilemma: a Product Manager Finds That Organizational Buyers

question 36

Multiple Choice

Consider this dilemma: A product manager finds that organizational buyers view a particular product attribute as being both important and differentiating;unfortunately,the firm's brand is viewed as being inferior to competing brands on this attribute. In this situation,an appropriate generic strategy for the product manager to follow would be to:

• A)increase the importance of the attribute to customers.
• B)increase the difference between the competition and the firm's brand.
• C)convert this determinant attribute into a non-determinant one.
• D)all of the above
• E)(a)and (b)

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Definitions:

Ninth Grade

Refers to the ninth year of schooling in many educational systems, often the first year of high school in the United States.

Stanine

A nine-point scale used primarily in educational assessments to classify scores into nine broad levels, with 5 being average.

Percentile

A score indicating the percentage of scores in its frequency distribution that are equal to or lower than it.