One of Your Classmates Asserts That Advertising, Marketing Research, and Brand

question 226

Multiple Choice

One of your classmates asserts that advertising, marketing research, and brand management are redundant expenditures because a firm can obtain the same information by simply looking at what customers are already buying.Which of the following is not a response you might offer her?

• A)Conducting market research is a good way for firms to keep abreast of changing consumer tastes and preferences.
• B)Advertising and brand management allow a firm to create an entry barrier which will insulate the firm from competition and from undertaking further product innovations.
• C)Marketing research could allow a firm to identify new market opportunities and at least, in the short run, a firm can make a profit supplying products to this market segment.
• D)If a firm successfully manages its brand, customers become less price sensitive as they perceive fewer substitutes for the firm's brand.

---

Definitions:

Learning and Growth

A strategic focus area that emphasizes developing the capabilities of employees and the organization’s capacity for innovation.

Financial Measures

Quantitative metrics used to assess the financial performance or financial health of a business or project.

Return on Investment (ROI)

Return on Investment measures the gain or loss generated on an investment relative to the amount of money invested.

Appraisal Costs

Costs associated with measuring, evaluating, or auditing products or services to ensure they meet quality standards and regulatory compliance.