Self expressive benefits can be the basis for effective positioning. With this approach the purpose is
a. to create distinctive images or personality traits for the brand and then invite the consumer into the brand's community
b. on benefit, user and competitive positioning, rather than emotional differentiation.
c. on making a product that doesn't compete directly with the competition.
d. on identifying groups of customers that can be served in a specifically utilitarian way.
Question 2
A store manager for Kroger noticed that several of his regular customers have stopped coming to his store. He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as
a. a planned change in the marketing environment.
b. serendipity.
c. an unplanned change in the marketing environment.
d. a planned change that occurred at the Kroger store.
e. None of these are correct.
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If you want to show differences between items at the same time, a bar graph is more effective than a
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