You have drafted the following marketing message for publicizing the launch of a new, high-priced variant of a popular pickup truck, “Savannah GT,” manufactured by Rockford Motors.
“Rockford Motors announces the launch of the limited-edition Savannah Gold—a pickup truck that combines the ruggedness of a truck with the comfort of an SUV!
The Savannah Gold is a completely redesigned version of the Savannah GT—America’s most trusted pickup for the past two decades. However, with a next-generation V8 engine, 6-speed automatic transmission, in-dash computer, and advanced GPS system, this is not the truck that your dad drove. The Savannah Gold comes with advanced safety features like ABS, front- and side-airbags, reverse sensors, and LED fog lamps. The interiors with a high-tech audio system, heated seats, and a wood finish dash and trims offer car-like comforts. This stunner comes in two stylish metallic shades, with a distinctive chrome-coloured front grille, alloy
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wheels, and a special limited-edition logo at the back. The body of the truck is crafted from a light polyfibre material that improves fuel economy by at least 10 percent. Only 1000 Savannah Gold trucks will ever be produced.
To test-drive the Savannah Gold, call us at 1-800-333-543, or visit our website at rockfordmotors/savannah-gold.com for a virtual drive.”
The company anticipates potential customers to raise objections to the relatively high price of the product and wants to ensure that the marketing message addresses the issue sensitively. The addition of which of the following lines to the message would best serve to minimize audience objections to the high price of the product?
A. At $50,000 the Savannah Gold is more expensive than any other truck in its class.
B. If you have to ask the price, the Savannah Gold is not for you.
C. While the Savannah Gold is a few thousand dollars more expensive than the GT, it is a steal when you consider the luxury features!
D. The Savannah Gold can add value to your business. Talk to our Business Consultant, William Smith, at 1-800-333-544 to find out more about this.
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