Scenario 5-4 an American Automobile Company Sees That the Market Share of Share

question 43

Multiple Choice

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
-(Scenario 5-4) It is obvious to the advertising agency that not all groups are responding to the "all-American" benefit the same way. People who are in blue-collar jobs respond quite favorably to it. White-collar office workers do not seem to care much one way or another. This difference is best attributed to differing

• A) educational levels.
• B) values.
• C) social classes.
• D) intergenerational effects.

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Definitions:

Voluntary Dimension

An aspect or attribute that is chosen freely or without compulsion, often relating to decisions or actions.

Profit Earning

The net income that a company generates, calculated as revenues minus expenses, taxes, and costs.