Consider the following statements: (a) All marketing strategy is built on segmentation, targeting and positioning. (b) A brand mantra must communicate both what a brand is and what it is not. (c) Goal incompatibility is one of the major causes of conflict among distribution channel members. (d) Physical goods, services and stores can have a brand name, but ideas and people cannot. Which of these statements are true?
(a), (b) and (c)
Each statement is checked against marketing principles to find which are true.
(a) is true: modern marketing strategy is built on the STP process - segmentation, targeting and positioning.
(b) is true: a brand mantra (the brand's core essence in a few words) should capture both what the brand is and what it is not, to guide and bound the brand.
(c) is true: goal incompatibility - when channel members pursue conflicting goals - is a major cause of channel conflict.
(d) is false: brands are not limited to physical goods, services and stores; ideas (causes, concepts) and people (celebrities, professionals) can also be branded.
So (a), (b) and (c) are true and (d) is false.
Hence the true statements are (a), (b) and (c).
Similar Questions
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Assertion (A) : Marketers are increasingly asked to justify their investments in financial and profitability terms and rarely in terms of building the brand and customer base.
Reasoning (R) : Organizations recognize that little of their market value comes from intangible assets.
Code :
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(a) Brand equity is essentially the same as brand valuation.
(b) Market segmentation and product differentiation are alternative marketing strategies.
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Indicate the correct statements:
Important Questions from Marketing: Concept and approaches
Arrange the following stages in the marketing process of an enterprise:
A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
E. Control and evaluation of marketing programs
Choose thecorrectanswer from the options given below:
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
Traditionally, marketing has been viewed as:
_______ is making it more a challenge today than ever before, to upgrade customer services to get an edge over the competitiors.
