Refer to the Following Scenario to Answer the Questions Below

question 57

Multiple Choice

Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair.
-Silkience's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

• A)position
• B)competitive advantage
• C)competitive disadvantage
• D)target
• E)perceptual map

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Definitions:

Return on Assets

A financial ratio that indicates how profitable a company is relative to its total assets.

Net Income

The profit a company makes post all deductions of expenses and taxes from its overall revenue.

Assets

Assets held by a company or person anticipated to yield benefits in the future.

U.S. Treasury Bonds

Long-term government securities issued by the U.S. Department of the Treasury with a fixed interest rate and maturity of more than 10 years.