Final answer:
A firm must ensure that its reputation is consistent throughout the Sales Process by establishing a good reputation.
Step-by-step explanation:
A firm must ensure that its reputation is consistent throughout the Sales Process. Establishing a good reputation is of paramount importance for a firm, as it helps to reassure possible buyers who are faced with imperfect information. When buyers know that a firm is concerned about its reputation, they are less likely to worry about receiving a poor-quality product. For example, a well-established grocery store with a good reputation can often charge a higher price than a temporary stand at a local farmer's market, where the buyer may never see the seller again.