Suzanne and Antonio Both Work for a Mid-Sized Apparel Firm

question 111

Multiple Choice

Suzanne and Antonio both work for a mid-sized apparel firm. Suzanne is in charge of a particular brand while Antonio heads the company's personal selling. Both individuals are working to increase the sales of products carrying Suzanne's brand. In an effort to effectively promote the brand, what should Suzanne and Antonio do?

• A) They should work closely together to ensure that the message stays focused and consistent.
• B) They should pool their budgets and pour all of their resources into a single promotional channel.
• C) They should work independently, since branding strategy deals with different methods than personal selling.
• D) They should work closely together to ensure that each produces a different message, because variety in the message creates greater interest among consumers.

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Definitions:

Inelastic Demand

A market condition where the demand for a good or service is relatively unresponsive to changes in its price.

Substitute Resources

Alternative resources that can be used in place of another to satisfy consumer demand or production needs, often affecting market competition and prices.

Elastic Demand

A market situation where the quantity demanded of a good or service changes significantly as its price changes.

Short Run

A period during which at least one of a firm's inputs is fixed, limiting its ability to adjust production levels.