Scenario 11-3

Scenario 11-3. Mark is considering purchasing a new pickup truck. The model that he is looking at features an all new diesel engine, state of the art design, and beautiful upholstery. The electronics package and options have all been updated to the point where there are not many more items that Mark could have installed on his new truck. He likes everything about the truck except the price tag. The price could be lowered if Mark would remove some of the options, but he must have them all to maintain his image.
-In Scenario 11-3, what approach would you use to help Mark?

A) focus on all the positive features of the product and help him ignore any negatives
B) recognize that Mark cannot get everything he wants and forget trying to sell to him
C) try to redirect Mark into a different product
D) apply the marketing concept by helping Mark through his decision making process