Masco Is a Company That Is Well Recognized in the Construction

question 28

Multiple Choice

Masco is a company that is well recognized in the construction industry.It produces cabinetry,furniture,lighting,and plumbing fixtures for the upper-end homeowner and builder.One of the divisions of Masco is the Delta Faucet Company,which is the leader in the faucet industry.Since its founding in 1955,Delta has developed a legacy based on well-crafted,high-quality products.Since the 1970s,the company has focused its energies on building loyalty with the builder marketplace.Research in 2002 showed that while builders respect the Delta faucet for its quality,durability,and dependability,household consumers were not enamored with Delta products.Due to the number of new magazines and television programs devoted to home style,homeowners wanted faucets that were chic and stylish.This was not the image of the Delta faucet.To change its image,Delta began a marketing program in which it committed itself to developing new products to appeal to homeowners.It adopted a new slogan,"Beautifully Engineered."
-Refer to Delta Faucet.The marketing program,which Delta designed to develop new products to appeal to homeowners,is an example of which of the following?

• A) a mission statement
• B) tactical planning
• C) strategic planning
• D) mass marketing

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