One of Your Classmates Asserts That Advertising, Marketing Research, and Brand

question 226

Multiple Choice

One of your classmates asserts that advertising, marketing research, and brand management are redundant expenditures because a firm can obtain the same information by simply looking at what customers are already buying.Which of the following is not a response you might offer her?

• A)Conducting market research is a good way for firms to keep abreast of changing consumer tastes and preferences.
• B)Advertising and brand management allow a firm to create an entry barrier which will insulate the firm from competition and from undertaking further product innovations.
• C)Marketing research could allow a firm to identify new market opportunities and at least, in the short run, a firm can make a profit supplying products to this market segment.
• D)If a firm successfully manages its brand, customers become less price sensitive as they perceive fewer substitutes for the firm's brand.

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Definitions:

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A complex, chronic mental health disorder marked by distorted thinking, perceptions, emotions, language, sense of self, and behavior.

Degeneration Theory

A now largely discredited theory that posited that disease and deviance were the result of hereditary degeneration of the genes.

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The biological mechanisms by which traits and characteristics are transmitted from parents to their offspring through genes.

Cesare Lombroso

An Italian criminologist and physician who is often referred to as the father of modern criminology, known for his theory of the 'born criminal'.