Dell Computer Company's research indicates that this brand is too rarely included in prospective B2C customers' "possibles" list when they are considering what brand of desktop computer to buy. Which decision role should be targeted in Dell's advertising?

Question

Quizplus · Accepted Answer

The influencer role should be targeted because the research indicates that prospective customers are not considering Dell as a possible choice. Therefore, Dell needs to focus on influencing the customer's decision-making process and position themselves as a viable option.

Dell Computer Company's Research Indicates That This Brand Is Too