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Questions and Answers
Engagement is limited to the product itself and does not extend to personal experiences.
Engagement is limited to the product itself and does not extend to personal experiences.
False (B)
Acceptability refers to the extent to which a firm's total product offering meets customer expectations.
Acceptability refers to the extent to which a firm's total product offering meets customer expectations.
False (B)
Affordability refers to the willingness of customers to pay the product's price.
Affordability refers to the willingness of customers to pay the product's price.
True (A)
Accessibility includes two dimensions: availability and convenience.
Accessibility includes two dimensions: availability and convenience.
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Relationship marketing can be enhanced by tailoring offers and messages to individual customers.
Relationship marketing can be enhanced by tailoring offers and messages to individual customers.
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Study Notes
Engagement
- Limited to the product itself, excluding personal experiences
Product Acceptability
- Measures the extent to which a firm's total product offering meets customer expectations
Product Affordability
- Refers to customers' willingness to pay the product's price
Product Accessibility
- Consists of two dimensions: availability and convenience
- Availability refers to the ease of obtaining the product
- Convenience refers to the ease of accessing the product
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