Blog

A ________ advantage is one that a company can use as a springboard to new advantages.

The least costly way of consumer-goods market testing is ________.

A manufacturer has invested $750,000 in a new product and wants to set a price to earn a 15 percent ROI. The cost per unit is $18 and the company expects to sell 50,000 units in the first year. Calculate the company’s target-return price for this product.

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company’s own employees understand what the brand represents.

Nivea became the leader in the skin cream class on the “gentle,” “protective,” and “caring” platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

Toshiba, Hitachi, and other Japanese television manufacturers use ________ to service the Eastern European market.

Jake wants to open a Subway franchise in his small town. To do this, he must pay the company a ________ fee.

Using the ________ level of the product hierarchy to market its soups, Campbell Soups feature the company name first, then the soup variety on their packaging.

Which of the following is true about the buying center?

Staples is a giant retailer that concentrates on selling office supplies. Staples is an example of a(n) ________.