Brand differences are worth promoting if they satisfy certain criteria. What are these criteria?
What will be an ideal response?
A brand difference is worth establishing to the extent that it satisfies the following criteria:
(a) Important: The difference delivers a highly valued benefit to target buyers.
(b) Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way.
(c) Superior: The difference is superior to other ways that customers might obtain the same benefit.
(d) Communicable: The difference is communicable and visible to buyers.
(e) Preemptive: Competitors cannot easily copy the difference.
(f) Affordable: Buyers can afford to pay for the difference.
(g) Profitable: The company can introduce the difference profitably.
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Explain the term "persuasion."
What will be an ideal response?
A nonprofit board of directors is ensuring an organizational goal is included in its advertising literature. This action is an example of applying ______.
A. public relations B. tactical management C. operational management D. strategic communications
Which of the following is/are not true?
a. For buildings, common practice assumes a zero salvage value on the assumption that the costs a firm will incur in tearing down the building will approximate the sales value of the scrap materials recovered. b. Tangible assets, with the exception of buildings, may have substantial salvage value. c. Intangible assets related to a contractual right, such as landing rights at an airport or franchise rights to sell a franchiser's products, generally expire at a specific time and therefore have zero residual value. d. Identifiable intangibles acquired in a business combination that are separable, such as customer lists or brand names, may have significant salvage values. e. none of the above
A major retailer wants to sell items as cheaply as possible while maintaining an attractive and enjoyable shopping atmosphere
Spending too much on ambience will raise prices and drive away shoppers but spending too little will drive shoppers away also. Clearly, the retailer is faced with a(n) ________. Fill in the blank with the appropriate word.