John Needed Transportation

Multiple Choice

John needed transportation. Now that his new marketing job was on the horizon, it was time to go shopping. New was probably going to be out of the question. As he reviewed his options, he listed the kinds of things he wanted in a vehicle: the ability to carry some large things; a comfortable back seat for his two dogs; 4-wheel drive for snow and ice; and economical on gas. Marketers know that today's consumers:

A) are educated and very savvy and are looking for features and not benefits.
B) are willing to pay just about any price if they find the features they want.
C) look for the best value (benefits outweigh the cost) .
D) are always economically sensitive, first.