Profiling a Customer Based on Needs and Willingness to Pay

question 39

Multiple Choice

Profiling a customer based on needs and willingness to pay provides the sales force with a clear understanding of

• A) marketing communications strategies.
• B) the total cost of ownership.
• C) what can and cannot be offered to the customer.
• D) brand preferences.
• E) resource requirements.

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Definitions:

Trait Theory

A theoretical framework in psychology that focuses on the identification and measurement of specific personality traits.

Situational Factors

External influences that affect an individual's behavior, choices, and psychological well-being at any given moment.

Predictability

The ability to accurately forecast future events or behaviors based on current knowledge or analysis.

Mischel's Critique

Refers to psychologist Walter Mischel's argument against the consistency of personality traits, suggesting situational variables play a significant role in behavior.