Article Summary As a Part of Its 2013 Marketing Campaign, the Greater

question 183

Multiple Choice

Article Summary
As a part of its 2013 marketing campaign, the Greater Fort Lauderdale Convention & Visitors Bureau (CVB) set its sights on increasing travel to the region by with promotions to the lesbian, gay, bisexual and transgender community (LGBT) . From August through November, the CVB has events scheduled across the United States and globally in an effort to attract a larger share of this travel segment. According to the CVB, Fort Lauderdale is the state's largest and most popular diverse gay capital, and their marketing efforts helped attract 1.2 million LGBT tourists who spent $1.4 billion in 2012.
Source: Arlene Satchell, "Lauderdale CVB ramps up LGBT summer marketing," Sun Sentinel, June 29, 2013.
-Refer to the Article Summary. By marketing to the LGBT community, Fort Lauderdale and the CVB are trying to set the city apart from competing travel destinations. This is an example of

• A) defending a brand name.
• B) blocking entry into the market.
• C) legally enforcing a trademark.
• D) product differentiation.

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Definitions:

Accommodation

The ability of the lens to change shape, allowing the eye to focus images of objects that are near or far away.

Light

A form of electromagnetic radiation visible to the human eye, responsible for the sense of sight and having a wide range of applications from illumination to communication.

Middle Ear

The section of the ear between the eardrum and the inner ear, containing three small bones that transmit sound vibrations.

Eyelid Muscle

Refers to any of the muscles responsible for eyelid movement, including the levator palpebrae superioris, which raises the eyelid, and the orbicularis oculi, which closes the eyelid.