Spanish Vintners Want to Improve Consumers' Perceptions of the Sparkling

question 19

Multiple Choice

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce,which they contend is just as good as or even better than that produced in France.The French call the sparkling wine they produce in a specified region,champagne,and this is what most people choose when they are celebrating.Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate?

• A)testimonials
• B)image advertising
• C)inherent drama
• D)benefit-based positioning
• E)refutational appeal

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Definitions:

Utility Function

A mathematical representation of how consumers rank different bundles of goods according to their level of satisfaction or utility.

Consumption

The process by which goods and services are used up by consumers.

Indifference Curves

A graphical representation showing combinations of goods or services among which a consumer is indifferent, depicting equal levels of utility.

Utility Function

A mathematical representation that assigns a level of utility or satisfaction to combinations of goods and services consumed.