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Refer to the Following Scenario to Answer the Questions Below

question 142

Multiple Choice

Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo named Silkience. She has conducted a SWOT analysis and learned that her company enjoyed 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 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 really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color, allowing a woman to go for a longer period time before having to color her hair again. What does this product attribute represent?

Definitions:

United States

A federal republic consisting of 50 states and located primarily in North America, known for its diverse culture and significant global influence.

Consumer Credit

Refers to the variety of financial products available to individuals that allow them to purchase goods or services on credit.

American Consumption

Patterns and behaviors of expenditure on goods and services by households and individuals in the United States.

Steadily Rising Wages

A consistent increase in the amount of money earned by workers over a period of time.