Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________

________ is the degree to which a consumer perceives that a new product provides superior benefits

A) Compatibility B) Complexity C) Relative advantage D) Comparability E) Tangibility

Gretchen is in the process of deciding which new car to buy. In comparing the miles per gallon, luxury features, safety features, and style of three different models, Gretchen is considering each car's ________

A) demand B) service C) utility D) marketing orientation E) marketing concept