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:

Participating

In finance, it often refers to securities or investments that have the potential to share in additional earnings or payouts beyond a predetermined amount.

Non-cumulative

Referring to preferred stocks or dividends that do not accumulate or carry forward unpaid dividend amounts if they are not declared in a given period.

Preferred Stock

A category of corporate equity that takes precedence over common stock in terms of asset claims and earnings, typically offering stable dividend payments.

Par-value

The face value of a bond or stock as stated by the issuing company, which may differ from the market value.