When a product positioning strategy is based on the type of consumer that buys an item, the positioning approach being used is:
A) product user
B) product class
C) use or application
D) cultural symbol
A
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Telemarketing involves the use of trained personnel to conduct planned, measurable marketing activities directed at targeted groups of consumers.
Answer the following statement true (T) or false (F)
The sales director of RealPlan has developed a sales team training session to address the differences between consumer and business buyers. Which of the following is a true statement that should be included in the training session?
A) In business sales, the initial contact is almost never the actual purchaser. B) In business sales, more than one person may be involved in the purchasing decision. C) In consumer sales, emotion plays a more significant role than logic in decision making. D) In consumer sales, a new-task buy is the most common type of purchasing situation. E) In consumer sales, even low-cost items involve significant consumer involvement.
Answer the following statements true (T) or false (F)
SFAS 142 equates goodwill with other intangible costs to be immediately expensed.
Which of the following is the objective of selective distribution?
A) attaining maximum possible control over the brand's equity B) offering limited product differentiation through a moderate number of outlets C) achieving maximum efficiency through standardization of products D) maximizing sales by making the product available through a great number of outlets