Refer to the Following Scenario to Answer the Questions Below

question 77

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.
-Massiel,the account planner for Silkience,investigated all of the research on the brand,looking for possible reasons that the target market has not responded and for ideas about how they could be motivated to respond in the desired way.Which of the following was Massiel doing?

• A)perceptual mapping
• B)repositioning
• C)insight mining
• D)feature analyzing
• E)brand positioning

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Definitions:

Equilibrium Point

A condition or state where all competing influences are balanced, often referred to in physical and economic models.

Competitive Inhibition

Binding of a substance (the competitive inhibitor) to the active site of an enzyme, thus lowering the rate of the reaction catalyzed by the enzyme. Compare with noncompetitive inhibition.

Allosteric Site

A site on an enzyme other than the active site, where binding of a molecule can change the enzyme's activity, often regulating its function.

Inhibitor

A substance that slows down or stops a chemical reaction or a biological process.