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

question 68

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) People who respond to the "all-American" benefit admire deceased actor John Wayne and see him as the prototypical all-American guy. As a response to this, the advertising agency combines old footage from John Wayne movies and new footage of the car as part of its television campaign. Which of the following statements regarding John Wayne is not true?

• A) John Wayne's meaning is socially constructed.
• B) John Wayne is a part of these consumers' aspirational group.
• C) John Wayne transfers meaning to the product.
• D) John Wayne is a part of these consumers' community

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Definitions:

Direct Materials

Materials in their unprocessed state that are directly linked to the manufacturing of specific products or services.

Direct Labor Costs

The expenses of paying workers who are directly involved in the production of goods or services.

Factory Overhead

All indirect costs associated with the manufacturing process, including utilities, depreciation, and wages for support staff that are not directly involved in production.

Direct Labor

The cost of wages and benefits for workers who are directly involved in the production of goods or the provision of services.