The Marketing Manager for ABC Appliances Is Working on the Warranty

Multiple Choice

The marketing manager for ABC Appliances is working on the warranty for their new line of dishwashers.She is considering a 2-year total warranty based on costs, but the competition offers a 4-year total warranty and a 5-year mechanical warranty.She is worried that the shorter warranty she is planning will make customers think that ABC's dishwashers are inferior in quality.She should think about the _______ of the warranty.

A) Competitive advantage
B) Costs and benefits
C) Message
D) Product differentiation
E) Persuasiveness