When Coca-Cola Determines the Bottled-Water Competitors for Its Dasani Brand

question 134

Multiple Choice

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

• A) customer-focused value proposition
• B) points-of-parity
• C) points-of-difference
• D) category membership
• E) brand mantra

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Definitions:

Verbal Messages

Information or feelings conveyed through the spoken word as opposed to non-verbal ways of communication.

Active Listening

The fully concentrated and engaged process of hearing, understanding, remembering, and responding to what is being said.

Communication Transparency

The open and honest exchange of information and intentions, enabling clarity and trust in communication.

Proxemics

The use of space in communication.