Key to Positioning a Product or Brand Effectively Is Discovering

question 9

Multiple Choice

key to positioning a product or brand effectively is discovering the perceptions of its potential customers.In determining its positioning in the minds of customers,companies take four steps: (1) identify the important attributes for the product or brand class; (2) discover how target customers rate competing products or brands with respect to these attributes; (3) ___________; and (4) reposition the company's product or brand in the minds of potential customers.

• A) decide whether to keep or delete the market segment that your product offering targets
• B) identify the competitors' brands that make up the consideration set
• C) create a marketing plan based on customers' perceptions
• D) identify market niches that were not previously selected during the market segmentation process
• E) discover where the company's product or brand is on these attributes in the minds of potential customers

Differentiate between operating leases and financial leases and understand their characteristics.

Identify the factors affecting the net advantage to leasing (NAL) and how to compute it.

Understand the implications of different CCA (Capital Cost Allowance) classes on leasing and purchasing decisions.

Calculate after-tax lease payments and understand their impact on financial decisions.