BMW Wanted to Move Beyond Its Yuppie Image in Order

question 12

True/False

BMW wanted to move beyond its yuppie image in order to attract buyers from the affluent car market, 75 percent of whom were not considering a BMW purchase. The new advertising campaign emphasizes that BMW is a "company of ideas" and its cars are built for the "creative class." This repositioning moves BMW from an attributes position strategy to an applications position strategy.

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Definitions:

Pith

The central core of tissue in the stems of many vascular plants, often used for storage and transport of nutrients.

Photosynthesis

The process by which green plants and certain other organisms transform light energy into chemical energy.

Conduction

The process through which heat or electricity is directly transmitted through a substance when there is a difference of temperature or of electrical potential.

Cork Cambium

A layer of tissue in plants that produces cork cells to form bark and protect the plant.