Identify and briefly describe each of the four As. What distinctive roles are they based on? Which role is missing? Why does it matter?

What will be an ideal response?

• Acceptability is the extent to which a firm's total product offering exceeds customer expectations.
• Affordability is the extent to which customers in the target market are able and willing to pay the product's price. It has two dimensions: economic (ability to pay) and psychological (willingness to pay).
• Accessibility, the extent to which customers are able to readily acquire the product, has two dimensions: availability and convenience.
• Awareness is the extent to which customers are informed regarding the product's characteristics, persuaded to try it, and reminded to repurchase. It has two dimensions: brand awareness and product knowledge.
Sheth and Sisodia base the 4 As framework on the four distinctive roles a consumer plays in the marketplace — seeker, buyer, payer, and user. A fifth consumer role — evangelizer — captures the fact that consumers often recommend products to others and are increasingly critical with the advent of the Internet and social media platforms.