Companies Work Hard to Establish a Mental Image of Their

question 75

Multiple Choice

Companies work hard to establish a mental image of their product or service offering in the minds of consumers. For instance, Vicks wants you to think of its NyQuil brand whenever you need a "nighttime, sniffling, sneezing, aching, coughing, stuffy-head, fever, so you can rest medicine." Similarly, Hallmark wants you to know they are the card "when you care enough to send the very best." These slogans help create and reinforce the mental image you have of these brands and are part of their:

• A) positioning strategy.
• B) sales approach.
• C) corporate identity.
• D) firm application.

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Definitions:

Mechanistic

An approach in understanding phenomena that involves breaking down complex systems into simpler parts to explain how they work.

Rigidly Defined

Described or specified with strictness and inflexibility.

Flexible

Capable of bending easily without breaking; adaptable to change or capable of being modified to suit different conditions or uses.

Natural Selection

A fundamental mechanism of evolution where organisms better adapted to their environment tend to survive and produce more offspring.