Which of the following is true of using marketing to shape perceptions and expectations?
A) Preannouncements reduce excitement about a product before its release.
B) A firm that aggressively promotes its products loses its actual installed base and its perceived installed base.
C) A firm should avoid use of vaporware if other vendors beat the firm to market and the firm fears that customers may select a dominant design.
D) A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

Question

Quizplus · Accepted Answer

Making substantial investments that would be difficult to reverse signals a firm's commitment to an industry and can shape customer perceptions and expectations positively. Preannouncements can increase excitement, but can also reduce excitement if not followed through. A firm that aggressively promotes its products can increase its perceived installed base but may not necessarily lose its actual installed base. It is generally not recommended to use vaporware as it can lead to negative perceptions and distrust among customers.

Which of the Following Is True of Using Marketing to Shape