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When a customer is not receptive to your product, there is some objection. In each of the following situations, the customer has an objection to a product:
a. The customer assumes she must but the whole set of books. However, partial purchases are permitted.
b. The customer does not like the color and it's the only color your product comes in.
c. The customer doesn't want to invest in a new set of books because she doesn't want to lose money on her old set. You have not told her yet about your trade-in deal.
In which of these situations does the objection arise from a misunderstanding or lack of knowledge on the customer's part? In which situation(s) does the product fail to offer a benefit that the customer considers important?
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