Examlex

Solved

Scenario 1-1 In 1996, a Graduate from the University of Maryland, Kevin

question 93

Multiple Choice

Scenario 1-1
In 1996, a graduate from the University of Maryland, 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. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began 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 powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. 
-(Scenario 1-1) The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable.Marketing the shoes in this manner creates a perceived difference in the minds of customers.This is an example of _______.


Definitions:

Gender Identity

An individual's personal sense of their own gender, which may or may not correspond to the sex assigned at birth.

Inmates

Individuals confined to an institution such as a prison or hospital.

Biological Sex

The physical differences—chiefly reproductive—that distinguish male and female organisms.

Transgender Inmates

Individuals in prison who identify with a gender different from the one assigned at their birth.

Related Questions