________ Are Responsible for the Positioning of a Brand and Developing

question 143

Multiple Choice

________ are responsible for the positioning of a brand and developing its brand equity. They are likely to team with sales, finance, and logistics staff members as part of customer business teams who work with major retail accounts.

• A) Product category managers
• B) Brand managers
• C) Venture team managers
• D) Market managers
• E) Sales managers

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Definitions:

Iron Cage

Max Weber’s pessimistic description of modern life, in which we are caught in bureaucratic structures that control our lives through rigid rules and rationalization.

Rationalization

The process of replacing traditional and emotional thought with reason and practicality.

Rigid Rules

Strict and inflexible guidelines or regulations that dictate behavior, often enforced by institutions or authorities.

Dramaturgy

An approach in sociology that views social life as a series of dramatic performances, with individuals playing various roles.