Nivea Became the Leader in the Skin Cream Class on the "Gentle

question 81

Multiple Choice

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

• A) competitive points-of-parity
• B) competitive points-of-difference
• C) category points-of-parity
• D) category points-of-difference
• E) competitive points-of-presence

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Definitions:

Psychographic Segmentation

A method of segmenting customers based on how they spend their time and money, what activities they pursue, and their attitudes and opinions about the world in which they live.

NASCAR

The National Association for Stock Car Auto Racing, a company that organizes and oversees numerous auto racing events.

Marketing Efforts

Initiatives and activities undertaken by a company to promote its products or services.

Psychographic Segmentation

The process of dividing a market into segments based on consumer personality traits, values, attitudes, interests, and lifestyles.