Which of the following is the first step in customer value analysis?
A) Examine how customers in a specific segment rate the company's performance.
B) Assess the company's and competitors' performances on the different customer values against their rated importance.
C) Identify the major attributes and benefits that customers value.
D) Monitor customer values over time.
E) Assess the quantitative importance of the different attributes and benefits.
C
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The Surgeon General's warning on a pack of cigarettes is an example of an advertising constraint component of the creative brief
Indicate whether the statement is true or false
Alexander requires all applicants for jobs on the loading dock to demonstrate their proficiency in using tools such as the hand truck. Alexander is giving his applicants a(n) ______ test.
A. cognitive ability B. physical skills C. personality and interest D. drug
Which of the following is a potential drawback of multibranding?
A) Consumers may become confused about the image of the main brand. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company's resources may be spread over too many brands. E) The company can occupy more retail shelf space.
A farmer concerned about the impact that selling his land will have on his neighbors is addressing which ethical negotiation concern?
A. deception B. distribution of outcomes C. impact on outside groups D. none of these