When should a company consider rejuvenating or changing its image and how should it be done?
What will be an ideal response?
A company should consider rejuvenating or changing its image when sales have declined or a competitor has taken a strong market position in the industry. Any time the brand has suffered a decline in brand equity is a good time to consider rejuvenating an image. Rejuvenating an image requires developing a campaign that is consistent with the current image while at the same time incorporating new elements into the image to expand the firm's target market and to reconnect with previous customers.
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Cost-per-thousand (CPM) is a measure of:
A) the efficiency of a media type. B) profit margin from advertising revenues. C) losses from advertising expense. D) gains from advertising exposure.
A marketing channel is not the same thing as a distribution channel.
Answer the following statement true (T) or false (F)
A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods. Marketing research on how to best use this information will begin with the:
A. collection of the data B. specification of the sampling plan C. definition of the problem D. research design E. recognition of the marketing opportunity
Pop-Up shops are:
A. Internet web sites that pop up while you are visiting a site B. m-commerce C. convenience retailing D. e-business E. temporary retail establishments