In a meeting, the marketing team tells Jen that she has succinctly and clearly expressed the competitive advantage of the new brand. The team approves of the way Jen wants to express the brand’s competitive advantage, and tells her to continue her work on fully developing the positioning statement.
Marketers and senior managers like to see graphical depictions of where their brands are, and where their competitors are in the minds of their customers. What are these called?
Scott, a young professional, buys a new BMW, even though a Ford would have cost him less. Scott values the BMW brand. This is an example of _____.
The central element of what is purchased is called the “core,” and anything bought on top of that is called what?
Hannah and Ellen rely on consistent messages received via word of mouth, and are older and more conservative than other customers of Product X. Hannah and Ellen most likely fall into which of the following categories?