$1.$ Coppertone Adapts to Changing Consumer Behavior

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Coppertone Adapts to Changing Consumer Behavior

Salespeople practice adaptive selling when they react to different sales situations by changing their sales behavior. Adaptive selling is an important concept because it forces the salesperson to practice the marketing concept. And being adaptable increases buyer trust and commitment and results in higher sales performance.

Coppertone is an iconic brand developed nearly $75$ years ago in a collaboration between a pharmacist and a military airman, who was worried about sun protection while doing his job. The company has a long history of developing products and adapting to ever$-$changing consumer behaviors over the years. The company$$s first products focused on providing a smooth tanning experience; today, the company has evolved into a skin care company, focusing on consumers$$ desire for protection from the harmful effects of too much sun exposure.

This activity is important because salespeople must understand the importance of adapting to customers$$ changing needs rather than focusing on their own preferences. The goal of this exercise is to demonstrate your understanding of the adaptive selling process and how it can lead to successful sales situations. $1$a$.$ Which of the following strategies helps Coppertone...

Which of the following strategies helps Coppertone practice adaptive selling?

Multiple Choice

working with business partners to corner the market on $$the perfect tan$$

continuing product development based on its $1940$s sales approach

looking for ways to convince consumers to purchase tanning lotions that would give them a healthy glow

recognizing changes in consumer behavior from tanning in the sun to protecting their skin from the sun

renewing its commitment to develop lotions that would provide consumers with the perfect tan