Philip Morris Bought Miller Brewing and Launched Low-Calorie Beer, at a Time

question 62

Multiple Choice

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

• A) points-of-difference
• B) points-of-conflict
• C) points-of-parity
• D) points-of-presence
• E) points-of-inflection

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