For Most of the Past Century Sears Enjoyed the Success

question 60

Multiple Choice

For most of the past century Sears enjoyed the success of Craftsman brand tools.Since Sears communicates the brand's durability through advertisements,performance,and guarantees,Craftsman is the leading brand of choice for consumers interested in purchasing tools.Which of the following statements best describes Sears' communication program?

• A) Sears created and maintained a long-term communication program about the Craftsman brand
• B) Sears created a short-term objective of increasing sales
• C) Advertising alone was the strategy for Craftsman's success
• D) Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade
• E) None of these

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Definitions:

Nonpayers

Individuals who benefit from goods, services, or resources without contributing to their production or cost, often in the context of public goods.

Market Failure

A situation where the allocation of goods and services is not efficient, often leading to a net social welfare loss.

Scarce Resources

Resources that are limited in supply and cannot meet all the demands placed on them, necessitating allocation decisions.

Nonexcludable Good

A good that cannot be withheld from individuals once it has been provided, leading to free-riding issues.