trade-off—and so should exchange their money for that value” (White, 2012). As a Marketing Manager, I have chosen Olive Oil as the product of choice to be sold in a foreign market. Customers usually purchase a product for its value, known as the customer value equation in exchange for its benefits to satisfy their wants or needs. According to Marketers, when consumers purchase a product it can be categorized in terms of the four utilities of customer value. Basically, “the four utilities of form, time…
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