Author Question: Aspinwall's approach to channel design: a. Assumes there are 15 characteristics that need to be ... (Read 16 times)

Diane · **on:** Jun 29, 2018

Aspinwall's approach to channel design:
a. Assumes there are 15 characteristics that need to be considered when designing the channel.
b. Is impossible to operationalize.
c. Always selects the optimal channel structure.
d. Puts too much emphasis on product characteristics as the determinant of channel structure.
e. Assumes products can be represented on a seven color spectrum.

Question 2

A global brand has the same logo, image and positioning everywhere in the world.

Indicate whether the statement is true or false

IRincones · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

D

Answer to Question 2

T
A global strategy is a strategy of standardization. Thus, a global brand will use the same logo, image and positioning everywhere in the world. In this way, costs are minimized and marketing efficiency is increased. This may be found in the Global Standardization section (9-1a).