Assessing Value to the Customer

What affects the product’s ability to accomplish what is considered by customers to be its primary purpose, or function?

• Reputation and support service characteristics

• Features and styling characteristics

• Core-quality characteristics

• All of the above

What supports a product’s primary and secondary benefits and that could be

characteristics of the selling company rather than only of the product itself.

• Reputation and support service characteristics

• Features and styling characteristics

• Core-quality characteristics

• All of the above

What contributes to benefits beyond the product’s primary function. This category

includes aspects sometimes referred to as “bells and whistles’’.

• Core-quality characteristics

• Features and styling characteristics

• Reputation and support service characteristics

• All of the above

Who control the flow of information to other members of the

purchase process, such as those who decide which companies are invited to submit

proposals?

• Influencers

• Purchasers

• Decider

• Gatekeeper

Who rule on whether or not the purchase should take place?

• Deciders

• Purchasers

• Users

• Influencers

What is the analysis that involves in carrying out a study where a set of possible alternative products are presented or described to respondents and the respondents are asked to rate, rank, or choose among these alternative products.

Customers who are interested in the benefits of a product tend to prefer to expend

as little effort as possible to receive these benefits.

• Need for Performance Reliability

• Need for Objective Performance

• Need for Product Convenience

• Need for Social Performance

Product characteristics valued by a customer for their expected

effects on the customer’s social image.

• Need for Social Performance

• Need for Hedonic and Aesthetic Performance

• Need for Performance Reliability

• Need for Objective Performance

The customer’s desires to avoid the expenses and anxieties of product

inconsistency or failure.

• Need for Performance Reliability

• Need for Objective Performance

• Need for Social Performance

• Need for Hedonic and Aesthetic Performance

it involves results that are a matter of observable facts,

as opposed to a matter of opinion.

• Need for Hedonic and Aesthetic Performance

• Need for Performance Reliability

• Need for Hedonic and Aesthetic Performance

• Need for Objective Performance