Blog

The  ________ attack  attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.

BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of brand ________.

A low price buys market share but not market loyalty. The same customers will shift to any lower-priced product that may come along. This is called the ________ trap.

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC’s competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position – and to avoid association with its Explorer and Country Squire models – the vehicle, eventually called Freestyle, was designated a “sports wagon.” According to the given scenario, Ford Motor Co. conveyed their brand’s category membership by ________.

When Johnson Controls reached beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use, it was said to be providing ________.

With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

In your neighborhood there is a small men’s store that has a limited selection of clothing, but the selection that is carried is of very high quality and price. Services include free alterations and tailoring, personalized recordkeeping, and free dry cleaning. Inside the store are deep leather chairs and couches and thick pile carpet. Upon entering the store, a customer feels “special and rich.” In terms of differentiation, what is this retailer trying to communicate by its decorations and service level?