Verizon Runs Ads That Have a Map Floating Over Cellphone

question 76

Multiple Choice

Verizon runs ads that have a map floating over cellphone users' heads showing where they have 3G network capabilities,and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States.Verizon is using _____ advertising.

• A) competitive
• B) institutional
• C) comparative
• D) image
• E) pioneering

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Definitions:

Substitute Innovation

New products or services that replace existing ones by fulfilling the same needs or wants in a different or superior way.

RBV Perspective

Resource-Based View; a framework in strategic management that describes how the internal resources of a firm can provide a source of competitive advantage.

Resource Heterogeneity

Resource heterogeneity is the concept in strategic management that resources and capabilities differ across firms, which can lead to competitive advantages.

Supplier Power

The influence that suppliers have over the price and quality of goods and services, often determined by the number of suppliers in the market.