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Users of a Brand Can Be Segmented into Several Groups

Question 149

Multiple Choice

Users of a brand can be segmented into several groups based on the strength of commitment to the brand.If a brand manager is seeking to identify those users who are actively considering alternative brands,he or she should look for users that are labeled as ________.


A) convertible
B) shallow
C) average
D) entrenched
E) latent

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