Nivea Became the Leader in the Skin Cream Class on the "Gentle

question 81

Multiple Choice

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

• A) competitive points-of-parity
• B) competitive points-of-difference
• C) category points-of-parity
• D) category points-of-difference
• E) competitive points-of-presence

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Definitions:

Preconventional

The first level in Kohlberg's theory of moral development, characterized by an individual's focus on avoiding punishment and seeking rewards.

Menstruating

The monthly physiological process in females of reproductive age that involves the shedding of the uterine lining when pregnancy does not occur.

Frontal Cortex

The part of the brain located at the front of the frontal lobe, responsible for high-order functions such as reasoning, planning, parts of speech, movement, emotions, and problem-solving.

Secure Attachment

A strong, positive emotional bond between a child and caregiver, characterized by trust and a sense of safety.