Create a Conversational but Professional Tone in Letters, E-Mail Messages

question 11

Multiple Choice

Create a conversational but professional tone in letters, e-mail messages, instant messages, and memos by

• A) choosing a clear format and effective document layout.
• B) smiling and using good eye contact.
• C) using familiar words, occasional contractions, and pronouns such as I and you.
• D) using slang and IM abbreviations such as IMHO and BTW.

Comprehend the rationale behind brand extensions and their objectives.

Evaluate the risks and rewards associated with brand extensions.

Understand the concept and importance of cognitive fit in brand extensions.

Recognize the role of authenticity in successful brand extension strategies.

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Definitions:

Monopolistically Competitive Industry

An industry characterized by many firms offering products or services that are similar, but not perfect substitutes, leading to competitive yet differentiated marketplaces.

Nonprice Competition

Strategies used by companies to attract customers through style, service, or location rather than through lower prices.

Products

Goods or services offered by businesses to meet consumer needs and wants.

Competitive Firms

Companies that operate in a market where there are many buyers and sellers, such that no single entity can dictate the market price of goods and services.