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Red Bull enlisted college students as “Red Bull student brand managers” to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company’s marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

A retailer who utilizes a(n) ________ policy charges a constant low price with little or no price promotions and special sales.

The owner of supermarket chain Reynold’s has realized that customers want a wider variety of goods than is currently available. However, Reynold’s cannot afford the costs of storing excess inventory. Additionally, the owner is not willing to take the risk that the new products will remain unsold. Which of the following types of wholesalers can help Reynold’s meet customer demand while minimizing costs?

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Use of Power (Scenario) Broomer manufactures fashion apparel for women, men, and children. Its products are in high demand and apparel stores are more than willing to carry and sell Broomer’s garments. The company recently introduced a new clothing line named “Inducer,” targeted at youth. However, the new line is not well received by the market, and sales fail to take off even three months after its launch. In an effort to boost sales, Broomer offers its retailers a higher margin for promoting and selling products from the “Inducer” line to customers. This is an example of ________ power.

Realizing that although household products is a huge category – taking up an entire supermarket aisle or more – it is an incredibly boring one, the founders of Method Products designed a sleek, uncluttered dish soap container that also carried functional advantages, such as ease of dispensing soap and cleaning. Method is competing in the crowded market for household products on the basis of superior ________.

Product-line analysis provides information for two key decision areas: product-line length and ________.

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?