While There May Be Many Differences Between Brands, Not All

question 39

Multiple Choice

While there may be many differences between brands, not all are meaningful or relevant to consumers. Which of the following is NOT a criterion for establishing the value of a difference to promote?

• A) superior; the difference is superior to other ways that customers might obtain the same benefit
• B) affordable; buyers can afford to pay the difference
• C) profitable; the company can introduce the difference profitably
• D) important; the difference delivers a highly valued benefit to target buyers
• E) visually appealing; customers will be able to see and appreciate the difference

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Definitions:

Conscientiousness

A personality trait characterized by thoroughness, responsibility, and organization.

Repressed Sexual Desires

Unconscious exclusion of sexual wishes or fantasies from the conscious mind, a concept often discussed in psychoanalytic theory.

Neurotic Behavior

Patterns of thinking, feeling, and behaving that are distressing to the individual but are less severe than psychotic disorders.

Personality

An assortment of characteristics that make up a person's unique identity.