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:

Confounding Variables

In a correlational study, an outside variable related to the primary variables; also known as third variables.

Gene-Environment Interaction

The complex interplay between genetic predispositions and environmental influences on an individual's traits and behaviors.

Individual Differences

Variations among individuals in their behavior, emotion, and cognition.