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Questions and Answers
What should effective positioning statements reflect?
What should effective positioning statements reflect?
- The brand's market share
- The brand's financial statements
- The brand's competitive disadvantage
- The brand's competitive advantage (correct)
What are brand attributes divided into?
What are brand attributes divided into?
- Product-related and non-product related features, and user imagery
- Functional, symbolic, and experiential needs
- Brand benefits and brand attributes
- Product-related and non-product related features (correct)
What can product features be used to do?
What can product features be used to do?
- Motivate customers to action
- Represent a competitive advantage and motivate consumers to purchase (correct)
- Analyze the brand's financial statements
- Determine the brand's market share
What does user imagery depict?
What does user imagery depict?
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What are the three categories of needs that brand benefits can appeal to?
What are the three categories of needs that brand benefits can appeal to?
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What do products that fulfill consumption-related problems appeal to?
What do products that fulfill consumption-related problems appeal to?
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What do products that provide sensory pleasure, variety, and cognitive stimulation appeal to?
What do products that provide sensory pleasure, variety, and cognitive stimulation appeal to?
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What do products that fulfill a consumer's desire for self-enhancement, group membership, and affection appeal to?
What do products that fulfill a consumer's desire for self-enhancement, group membership, and affection appeal to?
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What does the Dove advertisement illustrate?
What does the Dove advertisement illustrate?
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What is the main goal of positioning via an appeal to brand benefits?
What is the main goal of positioning via an appeal to brand benefits?
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