Scenario 4-1 Headquartered in Boston, the Gillette Company Is the World Leader

question 46

Multiple Choice

Scenario 4-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Gillette Company announced the upcoming launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors are Venus Vibrance™, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporate technological and design enhancements to better address the specific shaving needs of women. (http://www.gillette.com/women/product_news/gillette_introduces_two_new_razors.htm)
-(Scenario 4-1) The position for any one segment should

• A) also hold an appeal for those outside the segment.
• B) be easily communicated to consumers.
• C) change occasionally to break through advertising clutter.
• D) be the same position selected for any other segments.

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Definitions:

Demand Curve

A graph showing the relationship between the price of a good or service and the quantity demanded, typically downward sloping, reflecting an inverse relationship.

Demand Curve

A graphical representation that shows the relationship between the price of a good and the quantity of that good consumers are willing to purchase at various prices.

Profit-Maximizing Output

The level of production at which a firm achieves the highest possible profit.

Antimacassars

Small pieces of cloth or paper placed over the backs or arms of chairs or sofas to protect them from grease or dirt.