Marketing Communications Can Be Used in One of Two Main

question 13

Multiple Choice

Marketing communications can be used in one of two main ways to position brands, namely to position a brand either functionally or expressively (symbolically) . Examples of expressive positioning strategies include:

• A) positioning based on the product or brands price.
• B) positioning based on the product or brands features.
• C) positioning based on the use of products.
• D) positioning based on the product or brand heritage.

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Definitions:

Showrooming

The practice of examining merchandise or products in a store and then buying them online at a lower price.

Bait and Switch

A deceptive marketing strategy where a seller attracts customers with the promise of specific product or deal, only to upsell them to a different, usually more expensive, item.

Vertical Marketing Systems

A coordinated approach to marketing and distribution in which members at different levels of the supply chain work closely together.

Channel Economies

Cost savings realized through efficient distribution channel management, leading to reduced expenses and improved profitability.