Refer to the Following Scenario to Answer the Questions Below

question 45

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 really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color,allowing a woman to go for a longer period of time before having to color her hair again.What does this product attribute represent?

• A)opportunity
• B)product differentiation
• C)brand position
• D)brand target
• E)brand imperative

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Definitions:

Explicit Costs

Explicit costs refer to the direct, out-of-pocket payments made by businesses for the resources they use, such as wages, rent, and materials.

Uninsurable Risk

An eventuality for which the frequency or magnitude of potential losses is unpredictable or unknowable. Insurance companies are not willing to sell insurance against such risks.

Consumer Tastes

Preferences or likes and dislikes of consumers that influence their purchasing behavior and are affected by cultural, social, personal, and psychological factors.

Business Firm

An organization engaged in commercial, industrial, or professional activities, aiming to earn profits by providing goods or services.