Perceived value and signaling value are often an important part of a successful differentiation strategy when
A) the nature of differentiation is hard to quantify.
B) buyers are making a first-time purchase.
C) repurchase of the product or service is infrequent.
D) buyers are unsophisticated and unfamiliar with the capabilities of competing brands.
E) All of these choices are correct.

Question

Quizplus · Accepted Answer

Successful differentiators go to great lengths to make buyers knowledgeable about a product's value and incorporate signals of value such as attractive packaging; extensive ad campaigns; the quality of brochures and sales presentations; the seller's list of customers; the length of time the firm has been in business; and the professionalism,appearance,and personality of the seller's employees.Such signals of value may be as important as actual or perceived value: (1) when the nature of differentiation is subjective or hard to quantify,(2) when buyers are making a first-time purchase,(3) when repurchase is infrequent,and (4) when buyers are unsophisticated.

Perceived Value and Signaling Value Are Often an Important Part