Which statement best describes the appropriate marketing strategy for nondurable goods?Question 14Answera.Nondurable goods should be made available in many locations, charged with a small markup, and advertised heavily to induce trial and build preference. b.Nondurable goods typically require more personal selling and service, command a higher margin, and require more seller guarantees. c.Nondurable goods should be marketed with a focus on exclusivity and limited availability to create a sense of urgency among consumers.

To determine the best marketing strategy for nondurable goods, let's analyze each statement step by step:

Statement a:

"Nondurable goods should be made available in many locations, charged with a small markup, and advertised heavily to induce trial and build preference."

1. Availability in Many Locations: Nondurable goods, such as food, beverages, and toiletries, are items that consumers purchase frequently and use quickly. Making them widely available ensures that consumers can easily access them whenever needed.
2. Small Markup: Since these goods are purchased frequently, a small markup can encourage repeat purchases and maintain competitive pricing.
3. Heavy Advertising: Advertising helps to create awareness, induce trial, and build brand preference. For nondurable goods, this is crucial as consumers often make quick purchasing decisions.

Statement b:

"Nondurable goods typically require more personal selling and service, command a higher margin, and require more seller guarantees."

1. Personal Selling and Service: Nondurable goods generally do not require extensive personal selling or service. They are low-involvement products that consumers buy regularly without needing much assistance.
2. Higher Margin: Nondurable goods usually have lower margins due to their frequent purchase and competitive pricing.
3. Seller Guarantees: While some level of guarantee is important, nondurable goods do not typically require extensive guarantees compared to durable goods.

Statement c:

"Nondurable goods should be marketed with a focus on exclusivity and limited availability to create a sense of urgency among consumers."

1. Exclusivity and Limited Availability: This strategy is more suitable for luxury or high-end products, not for nondurable goods. Nondurable goods benefit from being readily available to meet the frequent and immediate needs of consumers.
2. Sense of Urgency: While creating urgency can be effective in certain contexts, it is not the primary strategy for nondurable goods, which rely on convenience and accessibility.

Conclusion:

The best statement that describes the appropriate marketing strategy for nondurable goods is Statement a.

"Nondurable goods should be made available in many locations, charged with a small markup, and advertised heavily to induce trial and build preference."

This strategy aligns with the characteristics of nondurable goods, focusing on accessibility, competitive pricing, and strong advertising to drive consumer behavior.