There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference
When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Discuss whether this attempt to create a POD would be likely to succeed.
Student answers will vary. Consumers must see the brand association as personally relevant to them. Staying in the tallest hotel might not be a necessary need for most tourists, there might be other factors that are more important. The hotel was not successful in its attempt to create its POD because of the desirability criteria associated with PODs.
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The procedure for planning and conducting focus groups is described in Figure 5.3 in the text. Planning begins with ________
A) specifying the objectives of qualitative research B) writing a screening questionnaire C) developing a moderator's guide D) determining objectives of the marketing research project and defining the problem
How do marketers measure return on marketing investment? Why is this figure difficult to assess?
What will be an ideal response?
The Commerce Clause of the U.S. Constitution ________
A) provides the basis for most of the federal regulation of business B) provides states the authority to regulate interstate commerce C) does not regulate commerce with foreign nations D) does not apply to the transportation of goods
Which of the following is a sentence fragment?
A) Although we expect sales to increase next quarter. B) We expect sales to increase next quarter. C) Although we expect sales to increase next quarter, we can't afford to hire any additional employees right now. D) We can't afford to hire any additional employees right now.