MKT4354-Quiz 1 - Quiz 1 1. With an entirely new product...

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Quiz 1 1. With an entirely new product category, like the VCR in the 1970’s, companies like Panasonic had to create demand, and convince consumers that the product category was valuable. This is an example of: a. Selective demand stimulation b. Direct-response promotion c. Primary demand stimulation d. Corporate advertising e. Brand extension 2. ____________________________ is meant to not only unify an image, but to create a favorable public opinion toward a corporation as a whole. a. Brand advertising b. Direct-response promotion c. External position d. Corporate advertising e. Advertising campaign 3. The process of breaking down a large, widely varied market into submarkets that are more similar to what the consumer is looking for can be defined as: a. Market equity b. Market segmentation c. Market strategy d. Market differentiation e. Target market
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4. With the external-positioning decision, a firm tries to create a/an ________ position based on design features, pricing, distribution, or promotion or
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MKT4354-Quiz 1 - Quiz 1 1. With an entirely new product...

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