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

Question

Quizplus · Accepted Answer

Decreasing total customer cost would be the best choice in this scenario as it would increase the customer's perceived value without increasing the seller's costs. This could be achieved through offering discounts, reducing prices or finding other ways to lower the total cost of ownership for the customer. The other options do not address the issue of the seller's disadvantage with respect to customer-perceived value.

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