Author Question: Four fundamental behavioral processes relevant to the marketing channel are: a. Role, power, ... (Read 98 times)

tatyanajohnson · **on:** Jun 29, 2018

Four fundamental behavioral processes relevant to the marketing channel are:
a. Role, power, conflict, and segmentation.
b. Social class, motivation, conflict, and power.
c. Control, cooperation, perception, and culture.
d. Power, conflict, role, and communication.
e. Conflict, power, communication, and group processes.

Question 2

____ entails placing the brand in the consumer's mind in relation to other competing products, based on product traits and benefits that are relevant to the consumer.
a. Segmenting c. Targeting
b. Positioning d. Actionability

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

Answer to Question 1

D

Answer to Question 2

B
Positioning entails placing the brand in the consumer's mind in relation to other competing products, based on product traits and benefits that are relevant to the consumer. Actionability is a requirement of segmentation. Segmentation must occur before positioning. Positioning is a way to target consumers. This may be found in the Positioning the Brand section (7-5).