Refer to the Following Scenario to Answer the Questions Below

question 57

Multiple Choice

Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair.
-Silkience's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

• A)position
• B)competitive advantage
• C)competitive disadvantage
• D)target
• E)perceptual map

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Definitions:

Transportation Inward

Costs incurred to bring materials to a business, often included as part of inventory costs.

Purchase Cost

The amount paid to acquire goods or services, including the price of the item(s) and associated costs such as shipping and handling.

Manufacturing Overhead

All indirect costs associated with the production process, such as utilities, rent for production facilities, and maintenance expenses.

Factory Equipment

Machinery and tools used in a manufacturing process to produce goods.