Scenario 1-1 In 1996, University of Maryland Grad Kevin Plank Founded Under

question 70

Multiple Choice

Scenario 1-1
In 1996, University of Maryland grad Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. Along with the new product line, says Plank, needs to come a new brand image. "I called our marketing team and said go through this building and find anything that says we are only an apparel brand and throw it away." The company has also pulled all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.
-(Scenario 1-1) One person receives a direct mail piece from Under Armour that offers a free poster of basketball star Brandon Jennings wearing a pair of the company's new shoes and thinks the offer is pretty cool.Another person receives the same direct mail piece and immediately throws the offer in the trash. The differing interpretations are most likely the result of

• A)differing content.
• B)the salient social networks of the recipients.
• C)incorrect target marketing.
• D)the rules and regulations of the direct mail medium.

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Definitions:

Prohibited Grounds

Specific categories or characteristics, such as race, gender, or religion, that are legally protected from discrimination.

Undue Hardship

A legal concept that refers to significant difficulty or expense borne by an employer in making accommodations for an employee's disability, religious beliefs, or other legally protected grounds.

Busy Work Day

A day characterized by a high level of work activity or tasks, often leaving little time for breaks or relaxation.

Ontario Human Rights Commission

A regulatory body in Ontario, Canada, that administers and enforces the Ontario Human Rights Code to prevent discrimination and to promote and advance human rights.