Scenario 10-5 In 2007, the Michigan-Based Ford Motor Company Fell from Second

Multiple Choice

Scenario 10-5
In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S.annual vehicle sales for the first time in 56 years.Facing stiff competition from foreign auto-makers and brand indifference amongst U.S.consumers, Ford appeared to be headed towards turbulent times.However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction.Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand.So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles.The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand.The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world.So far, these moves appear to be working-in late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.
("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5) In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world.The company is utilizing the phrase, "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker.Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method?

A) It is a short-term commitment.
B) It is very efficient once a clear link has been established.
C) It is not resistant to competitive challenge.
D) It allows you to switch strategies, and the strategies will continue to be effective.