Scenario 1-1 In 1996, a Graduate from the University of Maryland, Kevin

question 93

Multiple Choice

Scenario 1-1
In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. 
-(Scenario 1-1) The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable.Marketing the shoes in this manner creates a perceived difference in the minds of customers.This is an example of _______.

• A) internal positioning 
• B) brand extension 
• C) differentiation 
• D) market segmentation

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Definitions:

Tertiary Prevention

Interventions designed to reduce the impact of an already established disease by restoring function and reducing disease-related complications.

Peer Relationships

The connections and interactions between individuals of similar age or developmental level, which play a crucial role in social and emotional development.

Fear Appeal

A persuasive message that attempts to arouse fear in order to influence behavior or attitudes by highlighting potential dangers or threats.

Health Belief Model

A psychological model that explains and predicts health behaviors by focusing on the attitudes and beliefs of individuals.