Refer to the Following Scenario to Answer the Questions Below

question 45

Multiple Choice

Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair.
-Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color,allowing a woman to go for a longer period of time before having to color her hair again.What does this product attribute represent?

• A)opportunity
• B)product differentiation
• C)brand position
• D)brand target
• E)brand imperative

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Definitions:

Market Wage

The prevailing rate of pay for work or labor, determined by the supply and demand for labor in the job market.

Transitive Preferences

In decision-making, the condition where if an individual prefers option A to option B and option B to option C, then they also prefer option A to option C.

Majority Rule

A decision-making rule in which the preferences of more than half of the members in a group have authority over decisions.

Transitivity Property

is a mathematical concept applied in various fields, indicating that if relation A is related to B, and B is related to C, then A is necessarily related to C.