In Recent Years, the "Fax Attack" Model of Car Shopping

Multiple Choice

In recent years, the "fax attack" model of car shopping has become popular. In a "fax attack," a customer sends a fax to every car dealership within a certain radius listing the make and features of the car they would like, along with the price they are willing to pay, and asks dealerships that will match that price to contact the customer. In essence, the customers set both the features and the price for the car. McCall Automotive has experienced a sharp increase in the number of fax attacks, and Phil, the sales manager, is seeking methods for addressing the situation. Phil is also concerned about the dealership's positioning strategies and market share.
-Phil believes that the dealership should lower car prices to capture a higher share of the market. Competing on price will most likely work with which of the following car buyers?

A) a high-involvement buyer who values quality and durability
B) a high-involvement buyer who is willing to research features and performance extensively
C) a low-involvement buyer who ranks budget as a primary concern
D) a low-involvement buyer who is unwilling to purchase online
E) a low-involvement buyer who asks an employee to make the buying decision