The advertisements for ground coffee sold by Khokho's Inc. state, "The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____
a. marketing mix
b. comparative differentiation
c. competitive advantage
d. researchable objective
ANSWER: c
Khokho's Inc. conveys its competitive advantage through its advertisements. A competitive advantage is the set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition.
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