If organizational buyers view a particular attribute as being neither important nor differentiating, an appropriate generic strategy for a product manager to follow would be to:
A) increase the importance of the attribute to customers.
B) increase the difference between the competition and the firm's brand.
C) convert this determinant attribute into a non-determinant one.
D) all of the answer choices
E) both increase the importance of the attribute to customers and increase the difference between the competition and the firm's brand.
Question 2
St. Louis Capital Equipment Company found that organizational buyers view reliability as being important in the purchase of a machine tool. In turn, research indicates that a new model recently introduced by the firm is viewed by organizational buyers as being superior to competing brands on the reliability dimension. Thus, reliability would be classified as a _____ attribute.
A) primary
B) star
C) dominant
D) determinant
E) focal
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