One of Your Classmates Asserts That Advertising, Marketing Research, and Brand

question 226

Multiple Choice

One of your classmates asserts that advertising, marketing research, and brand management are redundant expenditures because a firm can obtain the same information by simply looking at what customers are already buying.Which of the following is not a response you might offer her?

• A)Conducting market research is a good way for firms to keep abreast of changing consumer tastes and preferences.
• B)Advertising and brand management allow a firm to create an entry barrier which will insulate the firm from competition and from undertaking further product innovations.
• C)Marketing research could allow a firm to identify new market opportunities and at least, in the short run, a firm can make a profit supplying products to this market segment.
• D)If a firm successfully manages its brand, customers become less price sensitive as they perceive fewer substitutes for the firm's brand.

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Definitions:

Certified Mail

A postal service that provides the sender with a mailing receipt and electronic verification that an item was delivered or an attempt was made.

E-mail

A method of exchanging digital messages across the Internet or other computer networks.

Substituted Service

A legal method of serving court documents when direct service to the defendant or respondent is not possible, typically involving leaving documents with another person or at a specified location.

E-service

Refers to electronic service, which is the provision of services via the internet or an electronic network.