The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:
A) communication mix.
B) positioning strategy.
C) publicity plan.
D) public relations position.
E) target marketing.
Question 2
By focusing on efficiency of operations and processes, lower costs, and delivering good value, Southwest Airlines attempts to build a competitive advantage based on:
A) production orientation.
B) customer intimacy.
C) process improvement.
D) operational excellence.
E) strategic efficiency.
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