In applying a customer's perceived value to a decision, a seller who is at a customer perceived value disadvantage has two alternatives: to increase total customer benefit or
A) offer an extended warranty.
B) lose the sale to the competitor.
C) advertise more frequently.
D) decrease total customer cost.
E) increase a cash-back bonus.

Question

Quizplus · Accepted Answer

Decreasing total customer cost is the best choice for a seller who is at a customer perceived value disadvantage. This can be achieved by lowering the price or offering discounts to increase the value proposition. The goal is to make the customer feel like they are getting a better deal, thereby increasing their perceived value of the product or service. Offering an extended warranty or increasing a cash-back bonus may also help, but these options alone may not be enough to overcome a customer perceived value disadvantage.

In Applying a Customer's Perceived Value to a Decision, a Seller