Which of the following best describes the 4 A’s from the buyer’s viewpoint ? A. Adjustability B. Awareness C. Accessibility D. Affordability E. Acceptability Choose the correct answer from the options given below :
B, C, D, E only
Awareness, accessibility, affordability and acceptability — option 2.
What the 4 A’s are. A framework of Jagdish Sheth and Rajendra Sisodia that restates the marketing mix from the customer’s side. The seller’s 4 P’s describe what the firm does; the 4 A’s describe what must be true for the customer to buy :
| 4 A (customer’s view) | Question the customer asks | Corresponding P |
|---|---|---|
| Awareness | Do I know the product exists and what it does ? | Promotion |
| Accessibility | Can I actually obtain it, where and when I want it ? | Place |
| Affordability | Can I afford it, and am I willing to pay that price ? | Price |
| Acceptability | Does it meet and exceed what I want — functionally and psychologically ? | Product |
“Adjustability” is not one of them, which disposes of options 1 and 4.
Why the reframing matters. The framework was developed from studying why products fail in emerging markets, and its claim is that acceptability is the most important of the four and the most often neglected. A firm can advertise heavily, distribute widely and price attractively, and still fail because the product does not fit what people actually want. The other three cannot compensate for a deficiency in the first.
The family of customer-side reframings is worth knowing together :
| Seller’s 4 P’s | Lauterborn’s 4 C’s | Sheth’s 4 A’s |
|---|---|---|
| Product | Customer solution | Acceptability |
| Price | Cost to the customer | Affordability |
| Place | Convenience | Accessibility |
| Promotion | Communication | Awareness |
All three say the same thing in different words: the marketing mix is properly designed from the buyer’s standpoint, not the seller’s. The services mix adds three further P’s — people, process and physical evidence.
Hence, the answer is B, C, D, E only.
Similar Questions
The step after 'concept testing' in the new product development process is:
Under Brand Sponsorship, store brands are also known as which other names from the following?
A. National Brands
B. Generic Brands
C. Private Brands
D. Distributor Brands
E. Manufacturers Brands
Choose the correct answer from the options given below:
Evaluate the statements according to Brand Asset Valuator Model of Brand Equity :
Statement (I) : Knowledge measures the degree to which a brand is seen as different from others as well as its pricing power.
Statement (II) : Esteem measures perceptions of quality and loyalty or how well the brand is regarded and respected.
Code :
From the given columns which of the combinations best describe the concepts of product hierarchy?
(a) Need family (i) The core need that underlines the existence of a product family (b) Product family (ii) Group of items within a product line that share one of several possible forms of the product (c) Product class (iii) Group of products within the product family recognized as having a certain functional coherence (d) Product line (iv) All the product classes that can satisfy a core need with reasonable effectiveness Under which of the following conditions, a brand is said to have a negative brand equity ?
Important Questions from Marketing mix
Which of the following statements represents marketing ?
- Which one is not a part of Marketing Mix ?
- Give the correct sequence for Marketing strategy.
(i) Promotion
(ii) Packing
(iii) Analysing
(iv) Developing
(v) Distribution
(vi) Pricing
Code : - Match the pricing strategies in List - I with their appropriate explanation in List - II :
List - I List - II (a) Bundle pricing (i) Price for any product is deliberately fixed lower than the prices of competitors (b) Parity pricing (ii) Prices fixed for similar products and services are the same as competitor’s prices (c) Penetration pricing (iii) Price fixation is allowed at levels higher than competitors (d) Premium pricing (iv) Involves being the leader in fixing prices by benchmarking them (v) Set of products and services are clubbed together and charged at lower than the sum of individual elements in the mix The step after 'concept testing' in the new product development process is:
