Refer to the Passage Below to Answer the Following Questions

question 147

Essay

Refer to the passage below to answer the following questions.
Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer.It is lighter and stronger than other types of materials,such as wool or cotton,and costs more.However,many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price.To change this,Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers.Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products.
-Which key concept in marketing is illustrated by Gore-Tex's desire to create a special meaning for it,and how can advertising help accomplish this?

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Definitions:

Internal Rate of Return

A financial metric used to evaluate the profitability of potential investments, calculated as the discount rate that makes the net present value of all cash flows from a particular project equal to zero.

Average Rate of Return

A financial ratio that demonstrates the profitability of an investment by comparing the average annual profit to the initial investment cost.

Average Investment

Average investment refers to the mean value of the initial and final investment over a certain period, often used in calculating returns and payback periods.

Average Annual Income

The average amount of money earned per year over a specified period.