Consumer Decision-Making Process: Evaluating Alternatives
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Questions and Answers

What is the purpose of developing criteria for a product in the consumer decision-making process?

  • To ignore the benefits of other products
  • To weigh prospective choices against comparable alternatives (correct)
  • To limit the consumer's choices
  • To eliminate all alternatives

    • In the decision-making process, what should marketing material aim to do?

  • Highlight only the color or style options
  • Convince consumers to buy immediately
  • Persuade consumers that the product is better than other alternatives (correct)
  • Emphasize the price of the product

    • What are the types of alternatives that prospective buyers might consider during the decision-making process?

  • Products that are not available easily
  • Products offering lower prices, additional benefits, availability, color options, etc. (correct)
  • Only products with lower prices
  • Products with fewer benefits

    • How should marketers prepare to address objections during sales calls?

    <p>By knowing competitors to compare benefits and answer questions</p> Signup and view all the answers

    Why is it important for marketers to understand their competitors' offerings?

    <p>To be able to answer questions and compare benefits effectively</p> Signup and view all the answers

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