When Consumers Think of Harley-Davidson, the Image Is of a Masculine

question 83

Multiple Choice

When consumers think of Harley-Davidson, the image is of a masculine nonconformist. With Vespa motor scooters, the image is of a brainy environmentalist. Both Vespa and Harley-Davidson

• A) have brand personalities.
• B) avoid brand subcultures.
• C) are logotypes.
• D) use co-branding.
• E) use product personification.

---

Definitions:

Marketing Research

Marketing research involves the systematic gathering, recording, and analyzing of data about issues relating to marketing products and services.

Market Research Activities

Comprise various tasks and processes used to gather, analyze, and interpret data about a market, including customer preferences, competition, and trends.

Marketing Research Process

A systematic series of steps to identify and solve marketing problems through the use of scientific research methodologies.

Strategic Planning

A systematic process of envisioning a desired future, and translating this vision into broadly defined goals or objectives and a sequence of steps to achieve them.