The Marketing Manager for ABC Appliances Is Working on the Warranty

question 9

Multiple Choice

The marketing manager for ABC Appliances is working on the warranty for their new line of dishwashers.She is considering a 2-year total warranty based on costs, but the competition offers a 4-year total warranty and a 5-year mechanical warranty.She is worried that the shorter warranty she is planning will make customers think that ABC's dishwashers are inferior in quality.She should think about the _______ of the warranty.

• A) Competitive advantage
• B) Costs and benefits
• C) Message
• D) Product differentiation
• E) Persuasiveness

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