The brand manager speaks with you again. He says, $"$We have concluded that brand B has the highest attitude score. Having a competitor with a higher score than ours could be the reason our sales are declining$--$our customers could be switching to this brand. Apparently it's not just about being number one in battery life."

"Now that we know more about our consumers' attitudes both overall and for specific product attributes, how do you think we can be more competitive and turn our sales around?"

Which of the following options would be the best way to make Swordfish's cell phone look better compared to Brand B$?$ Using the market research summary table may help.

Click here to view the market research summary table.

Market Research Summary Table

Product Attribute Importance Weight of Product Attribute $(1=$ lowest importance$)$ Belief That Competitor A Has the Attribute$*$ Belief That Competitor B Has the Attribute$*$ Belief That Swordfish Has the Attribute$*$

Optimal screen size

$2$

$3$

$7$

$2$

Long battery life

$4$

$3$

$4$

$9$

Camera quality

$3$

$5$

$2$

$2$

Waterproof

$1$

$9$

$9$

$2$

$*$ Scale $19$; $1=$ lowest belief, $9=$ highest belief that the brand has that particular attribute

Select an option from the choices below and click Submit.

Use an advertising campaign to strengthen the belief $($increase the attitude score for this attribute$)$ in the consumer's mind that Swordfish has an optimal screen size.

Use comparative advertising that helps to lower the consumer's belief that the competitive product possesses camera quality.

Add another attribute to the product that the competitors do not have.