________ involves actually distinguishing the firm's market offering to create superior customer value.
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Card 7
Front
Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.
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Card 8
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Cool Dairy, an ice-cream maker, launches an ad campaign that shows that its products have lower fat content than the frozen dessert products promoted by Dreamland, its main competitor. This is best described as an attempt at ________.
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Card 9
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When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.
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Card 10
Front
Galaxy Sports have successfully maintained sales and profits in the footwear market by changing both the target market and the basis of its appeal in this market. This is an example of:
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Card 11
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________ is more suited for products that vary in design.
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Card 12
Front
Marketers describe the way a consumer processes information to arrive at brand choices as __________.
