Multiple Choice
When BMW first made a strong competitive push into the U.S. market in the early 1980s, it positioned the brand as being the only automobile that offered
A) value for the dollar spent.
B) ego enhancement.
C) both luxury and performance.
D) a sexy status symbol.
E) a reputation in addition to outstanding performance.
Correct Answer:
Verified
Correct Answer:
Verified
Q30: Straddle positioning refers to a brand using
Q56: Better-trained employees allow companies to compete through
Q57: There are three main ways to convey
Q58: A company's positioning and differentiation strategy must
Q59: The most obvious means of differentiation, and
Q60: All marketing strategy is built on STP
Q62: Porter Airlines has billed itself as the
Q63: _ are short, three- to five-word phrases
Q64: Brand mantras typically are designed to capture
Q66: There are situations in which consumers know