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The three components of brand positioning are: 1) competitive frame of reference, 2) points-of-difference (PODs), and 3) points-of-parity (POPs). Points-of-parity:  

Mycenaean shaft graves are found mostly in the Argolid, with the exception of which site? 

While economist view markets as structures that allow buyers and sellers to engage in exchange, marketers focus on: 

  what kind of grave good are these? 

Facebook, Twitter, YouTube, LinkedIn, product blogs, and Google AdWords all play different roles in achieving marketing objectives. For example, _____________________ is useful for product demonstrations and ______________________ is useful for presenting thought leadership.  

Del Sol, the provider of fun products that change color in the sun, is a good example of using three simple criteria about consumers for selecting the channel of distribution for entrepreneurs:

Carmen’s Creative Cupcakes spends $20,081 on fixed costs. Carmen’s variable cost per cupcake is $0.32, and she sells her cupcakes for $2.30 each. Carmen’s goal this year is to make $50,000.00 profit. How many cupcakes must Carmen sell to make $50,000.00?

Suppose you are a sales manager for DeWalt power tools. One of your primary responsibilities is training. You recently read an article that describes a meta-analysis of personal selling. The study identified four determinants of salesperson performance–motivation, aptitude, skill, and role perception. Which of the salesperson performance determinants are affected by training?

Nike AIR Jordan 1 ZOOM FEARLESS was launched Saturday, December 7, 2019. The color shifts when the light hits the reflective iridescent upper, challenging viewers to see their own complex colorways. The shoes feature a full-length Zoom Air unit for first-class cushioning, an icy sole with a color fade, and a “Z” graphic for extra zoom. Nike certainly understands that a big market for this new product is existing Nike customers. Nike’s marketing of the new AIR Jordan 1 ZOOM FEARLESS (new product) to its existing customer base is an example of: 

Product positioning is defined as: