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Midterm, questions and answers
Introduction to Marketing (Concordia University)
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M
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1
1.
B
e
r
t
r
a
m
'
s
B
ee
r
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r
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u
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t
o
m
e
r
s
.
W
h
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ti
s
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e
r
t
r
a
m
'
s
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ee
r
a
tt
e
m
p
ti
ng
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obu
il
d
?
A
.
P
a
r
t
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rr
e
l
a
ti
on
s
h
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p
s
B
.
C
u
s
t
o
m
e
r
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qu
it
y
C
.
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u
s
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e
v
a
l
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e
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.
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u
s
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r
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a
lt
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.
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h
a
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o
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s
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o
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e
r
2.
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h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
i
s
NO
T
on
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o
f
t
h
e
f
ou
r
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s
o
f
t
h
e
m
a
r
k
e
ti
ng
m
i
x
?
A
.
P
r
o
m
o
ti
on
B
.
P
l
ace
C
.
P
r
od
u
c
t
D
.
P
r
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c
ti
on
E
.
P
r
i
ce
3.
T
h
e
m
a
r
k
e
ti
ng
c
on
ce
p
t
ho
l
d
s
t
h
a
t
s
u
cce
ss
f
u
l
m
a
r
k
e
ti
ng
s
t
r
a
t
e
g
i
e
s
a
r
e
b
a
s
e
don
.
A
.
P
r
odu
c
t
s
t
h
a
t
a
r
ea
ff
o
r
d
a
b
l
ea
nd
a
v
a
il
a
b
l
e
B
.
C
u
s
t
o
m
e
r
s
a
ti
s
f
ac
ti
on
a
ndv
a
l
u
e
C.Large-
s
ca
l
e
s
e
lli
ng
e
ff
o
r
t
s
D
.
S
u
s
t
a
i
n
a
b
l
e
m
a
r
k
e
ti
ng
s
t
r
a
t
e
g
i
e
s
E
.
C
on
ti
nu
a
ll
y
i
m
p
r
ov
i
ngp
r
od
u
c
t
s
i
nqu
a
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y
a
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o
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Downloaded by David Bensoussan (david.m.bensoussan@gmail.com)
4.
A
s
h
e
r
A
i
r
li
n
e
s
i
n
s
tit
u
t
e
d
a
m
a
r
k
e
ti
ngp
r
og
r
a
m
w
ho
s
e
i
n
t
e
n
ti
s
t
o
c
r
ea
t
ea
r
e
l
a
ti
on
s
h
i
p
w
it
h
c
u
s
t
o
m
e
r
s
w
it
h
s
ea
t
upg
r
a
d
e
s
a
nd
fr
ee
m
il
e
s
f
o
r
t
h
e
i
r
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on
ti
nu
e
dp
a
t
r
on
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g
e
.
W
h
a
t
c
u
s
t
o
m
e
r
r
e
l
a
ti
on
s
h
i
p
t
oo
li
s
A
s
h
e
r
A
i
r
li
n
e
s
u
s
i
ng
?
A
.
F
r
e
qu
e
n
c
y
m
a
r
k
e
ti
ngp
r
og
r
a
m
B
.
C
u
s
t
o
m
e
r-
p
e
r
ce
i
v
e
dv
a
l
u
e
C
.
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on
s
u
m
e
r-
g
e
n
e
r
a
t
e
d
m
a
r
k
e
ti
ng
D
.
D
i
r
ec
t
m
a
r
k
e
ti
ng
E
.
M
a
ss
-
m
e
d
i
a
m
a
r
k
e
ti
ng
5.
H
o
w
do
e
s
t
h
e
n
e
w
c
on
ce
p
t
o
f
m
a
r
k
e
ti
ngd
i
ff
e
rf
r
o
m
t
h
e
o
l
d
c
on
ce
p
t
o
f
m
a
r
k
e
ti
ng
(
"
t
e
lli
ng
a
nd
s
e
lli
ng
"
)
?
A.
T
h
e
n
e
w
c
on
ce
p
t
f
o
c
u
s
e
s
onh
a
v
i
ng
a
w
e
ll
-
d
e
v
e
l
op
e
dp
r
odu
c
t
.
B
.
T
h
e
n
e
w
c
on
ce
p
ti
s
m
o
r
ec
o
s
t
e
ffi
c
i
e
n
t
.
C.
T
h
e
n
e
w
c
on
ce
p
t
f
o
c
u
s
e
s
on
c
u
s
t
o
m
e
r
n
ee
d
s
.
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D.
T
h
e
n
e
w
c
on
ce
p
t
f
o
c
u
s
e
s
on
m
a
k
i
ng
m
on
e
y
.
E
.
T
h
e
n
e
w
c
on
ce
p
t
r
e
qu
i
r
e
s
l
e
ss
w
o
r
k
fr
o
mm
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r
k
e
ti
ng
e
x
ec
u
ti
v
e
s
.
6.
W
h
a
t
a
r
e
t
h
e
t
w
ok
e
y
s
t
obu
il
d
i
ng
l
a
s
ti
ng
c
u
s
t
o
m
e
rr
e
l
a
ti
on
s
h
i
p
s
?
A
.
C
u
s
t
o
m
e
r
s
e
r
v
i
cea
ndqu
a
li
t
yp
r
odu
c
t
s
B
.
V
a
l
u
ea
nd
c
u
s
t
o
m
e
r
s
e
r
v
i
ce
C
.
I
nnov
a
ti
v
e
p
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odu
c
t
s
a
nd
l
o
w
p
r
i
ce
s
D
.
S
a
ti
s
f
ac
ti
on
a
nd
s
a
l
e
s
p
r
o
m
o
ti
on
s
E
.
S
up
e
r
i
o
r
c
u
s
t
o
m
e
r
v
a
l
u
ea
nd
s
a
ti
s
f
ac
ti
on
7.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
r
e
p
r
e
s
e
n
t
m
a
r
k
e
t
o
ff
e
r
i
n
g
s
?
A
.
P
r
odu
c
t
s
,
s
e
r
v
i
ce
s
,
n
ee
d
s
,
a
nd
e
x
c
h
a
ng
e
s
B
.
V
a
l
u
e
,
s
a
ti
s
f
ac
ti
on
,
s
a
l
e
s
,
a
ndp
r
o
fi
t
s
C
.
P
r
odu
c
t
s
,
s
e
r
v
i
ce
s
,
i
n
f
o
r
m
a
ti
on
,
a
nd
e
xp
e
r
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e
n
ce
s
D
.
P
r
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c
t
s
,
s
e
r
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s
,
n
ee
d
s
,
a
nd
w
a
n
t
s
E
.
N
ee
d
s
,
w
a
n
t
s
,
p
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odu
c
t
s
,
a
n
d
a
dv
e
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ti
s
e
m
e
n
t
s
8.
c
o
m
p
a
n
i
e
s
r
e
s
ea
r
c
h
c
u
s
t
o
m
e
r
s
d
ee
p
l
y
t
o
l
ea
r
n
a
bou
tt
h
e
i
r
d
e
s
i
r
e
s
,
g
a
t
h
e
r
n
e
w
p
r
odu
c
ti
d
ea
s
,
a
nd
t
e
s
t
p
r
odu
c
ti
m
p
r
ov
e
m
e
n
t
s
.
A
.
C
u
s
t
o
m
e
r-
c
on
s
c
i
ou
s
B
.
P
r
odu
c
t
d
e
v
e
l
op
m
e
n
t
-
d
r
i
v
e
n
C.Product-
d
r
i
v
e
n
D
.
M
a
r
k
e
t
r
e
s
ea
r
c
h
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o
r
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e
n
t
e
d
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.
C
u
s
t
o
m
e
r-
d
r
i
v
e
n
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P
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R
2
9.
A
m
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ti
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a
s
hbo
a
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e
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o
ll
o
w
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ng
?
A
.
A
n
a
l
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t
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w
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n
e
s
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e
i
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e
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e
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d
B
.
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r
o
m
o
t
ea
p
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c
tt
o
a
t
a
r
g
e
t
g
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oup
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.
D
e
t
e
r
m
i
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h
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n
a
n
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i
a
l
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s
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f
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a
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t
D
.
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e
v
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r
s
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o
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ac
ti
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o
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a
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e
t
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odu
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t
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.
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on
it
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r
a
t
e
g
i
c
m
a
r
k
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gp
e
rf
o
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m
a
n
ce
10.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
i
s
a
v
a
li
d
c
on
ce
r
n
w
h
e
n
it
c
o
m
e
s
t
o
t
h
e
f
ou
r
P
s
c
on
ce
p
t
?
A.
I
t
m
a
yo
m
it
o
r
und
e
r
e
m
ph
a
s
i
zece
r
t
a
i
n
i
m
po
r
t
a
n
t
ac
ti
v
iti
e
s
.
B.
Itisnothelpfulfornot-
for-
p
r
o
fi
t
c
o
m
p
a
n
i
e
s
.
C
.
I
t
do
e
s
no
ti
n
c
l
ud
e
s
e
r
v
i
ce
s
.
D
.
I
t
u
s
e
s
t
h
e
buy
e
r
'
s
v
i
e
w
o
f
t
h
e
m
a
r
k
e
t
s
.
E
.
I
t
do
e
s
no
ti
n
c
l
ud
ec
o
m
p
r
e
h
e
n
s
i
v
ee
l
e
m
e
n
t
s
fr
o
mm
a
r
k
e
t
s
t
r
a
t
e
gy
.
11.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
i
s
a
tt
h
ece
n
t
r
e
o
f
m
a
r
k
e
ti
ng
s
t
r
a
t
e
gy
a
ndp
r
og
r
a
m
s
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A
.
P
r
odu
c
t
a
nd
s
upp
l
y
c
h
a
i
n
m
a
n
a
g
e
m
e
n
t
B
.
V
a
l
u
ec
h
a
i
n
s
o
f
bo
t
h
c
u
s
t
o
m
e
r
s
a
nd
s
upp
li
e
r
s
C
.
C
u
s
t
o
m
e
r
e
ng
a
g
e
m
e
n
t
,
v
a
l
u
e
,
a
nd
r
e
l
a
ti
on
s
h
i
p
s
D
.
C
u
s
t
o
m
e
rr
e
l
a
ti
on
s
h
i
p
e
ng
a
g
e
m
e
n
t
a
ndv
a
l
u
ec
h
a
i
n
s
E
.
C
u
s
t
o
m
e
r
a
nd
s
upp
li
e
rr
e
l
a
t
i
on
s
h
i
p
m
a
n
a
g
e
m
e
n
t
12.
W
hy
i
s
m
a
r
k
e
ti
ng
r
e
t
u
r
non
i
nv
e
s
t
m
e
n
t
(
R
O
I)
s
o
d
i
ffi
c
u
ltt
o
m
ea
s
u
r
e?
A
.
T
h
e
r
e
i
s
no
c
on
s
i
s
t
e
n
t
d
e
fi
n
iti
on
.
B
.
M
a
r
k
e
t
e
r
s
dono
t
k
ee
p
a
d
e
qu
a
t
e
r
ec
o
r
d
s
.
C
.
C
u
s
t
o
m
e
r-
ce
n
t
e
r
e
d
m
ea
s
u
r
e
s
a
r
e
i
n
c
onv
e
n
i
e
n
t
.
D
.
T
h
e
m
a
r
k
e
t
ec
ono
m
i
c
s
c
on
s
t
a
n
tl
y
c
h
a
ng
e
.
E
.
M
a
r
k
e
ti
ngd
a
s
hbo
a
r
d
s
a
r
e
i
n
c
on
s
i
s
t
e
n
t
.
13
.
W
h
a
ti
s
m
a
r
k
e
ti
n
g
c
on
t
r
o
l
a
bou
t
?
A
.
D
e
t
e
r
m
i
n
i
ng
a
nd
a
ll
o
ca
ti
ng
t
h
e
budg
e
t
s
f
o
r
d
i
ff
e
r
e
n
t
m
a
r
k
e
ti
ng
s
t
r
a
t
e
g
i
e
s
B
.
S
e
tti
ng
s
p
ec
i
fi
c
m
a
r
k
e
ti
nggo
a
l
s
,
m
ea
s
u
r
i
ngp
e
rf
o
r
m
a
n
ce
i
n
t
h
e
m
a
r
k
e
t
p
l
ace
,
e
v
a
l
u
a
ti
ng
t
h
e
ca
u
s
e
s
o
f
a
nyd
i
ff
e
r
e
n
ce
s
b
e
t
w
ee
n
e
xp
ec
t
e
d
a
nd
ac
t
u
a
l
p
e
rf
o
r
m
a
n
cea
nd
t
a
k
i
ng
c
o
rr
ec
ti
v
e
ac
ti
on
s
,
i
f
n
ece
ss
a
r
y
C
.
T
u
r
n
i
ng
m
a
r
k
e
ti
ngp
l
a
n
s
i
n
t
o
m
a
r
k
e
ti
ng
ac
t
i
on
D
.
C
hoo
s
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ng
m
a
r
k
e
ti
ng
s
t
r
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t
e
g
i
e
s
t
h
a
t
w
ill
h
e
l
p
t
h
ec
o
m
p
a
ny
a
tt
a
i
n
it
s
ov
e
r
a
ll
s
t
r
a
t
e
g
i
c
ob
j
e
c
ti
v
e
s
E
.
M
a
t
c
h
i
ng
t
h
ec
o
m
p
a
ny
’
ss
t
r
e
ng
t
h
s
t
o
a
tt
r
ac
ti
v
e
oppo
r
t
un
iti
e
s
i
n
t
h
ee
nv
i
r
on
m
e
n
t
w
h
il
e
s
i
m
u
lt
a
n
e
ou
s
l
y
e
li
m
i
n
a
ti
ngo
r
ov
e
r
c
o
m
i
ng
t
h
e
w
ea
kn
e
ss
e
s
a
nd
m
i
n
i
m
i
z
i
ng
t
h
e
t
h
r
ea
t
s
.
C
HA
P
TE
R
3
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14.
F
i
r
m
s
t
h
a
t
d
e
v
e
l
op
s
t
r
a
t
e
g
i
e
s
t
o
c
h
a
ng
e
t
h
ee
nv
i
r
on
m
e
n
t
,
i
n
s
t
ea
do
f
a
ss
u
m
i
ng
t
h
a
t
s
t
r
a
t
e
g
i
c
op
ti
on
s
a
r
e
bound
e
dby
t
h
ec
u
rr
e
n
t
e
nv
i
r
on
m
e
n
t
,
a
r
e
b
e
i
ng
.
A
.
p
a
ss
i
v
e
B.short
-
s
i
gh
t
e
d
C
.
p
r
o
a
c
ti
v
e
D
.
ca
u
t
i
ou
s
E
.
r
eac
t
i
v
e
15.
C
hoo
s
e
t
h
e
b
e
s
t
r
e
s
pon
s
e
t
o
t
h
e
f
o
ll
o
w
i
ng
s
t
a
t
e
m
e
n
t:
"
C
o
m
p
a
n
i
e
s
w
ho
s
p
e
nd
ti
m
ea
nd
r
e
s
ou
r
ce
s
t
r
y
i
ng
t
o
i
m
p
r
ov
ee
nv
i
r
on
m
e
n
t
a
l
s
u
s
t
a
i
n
a
b
ilit
y
ca
nno
t
po
ss
i
b
l
yb
e
s
u
cce
ss
f
u
l
.
"
A.
I
ti
s
on
l
y
w
o
r
t
h
w
h
il
e
t
o
i
nv
e
s
tt
h
e
m
i
n
i
m
u
m
a
m
oun
t
n
ee
d
e
d
t
o
m
ee
t
gov
e
r
n
m
e
n
t
a
l
s
t
a
nd
a
r
d
s
.
B
.
T
h
ec
o
s
t
o
f
e
nv
i
r
on
m
e
n
t
a
l
s
u
s
t
a
i
n
a
b
ilit
y
i
s
j
u
s
tt
ooh
i
gh
t
ob
e
w
o
r
t
h
w
h
il
e
t
o
ac
o
m
p
a
nyo
f
a
ny
s
i
ze
.
C.
W
h
il
ee
nv
i
r
on
m
e
n
t
a
l
s
u
s
t
a
i
n
a
b
ilit
y
i
s
no
t
c
u
rr
e
n
tl
y
a
w
o
r
t
h
w
h
il
e
i
nv
e
s
t
m
e
n
t
,
it
w
ill
b
ec
o
m
ea
n
i
m
po
r
t
a
n
ti
nv
e
s
t
m
e
n
ti
n
t
h
e
f
u
t
u
r
e
.
D.
T
h
e
r
ea
r
e
v
e
r
y
f
e
w
m
on
e
t
a
r
y
c
o
s
t
s
a
ss
o
c
i
a
t
e
d
w
it
h
e
nv
i
r
on
m
e
n
t
a
l
s
u
s
t
a
i
n
a
b
ilit
y
,
s
o
it
do
e
s
n
o
t
r
e
qu
i
r
e
m
u
c
h
e
ff
o
r
tt
o
ac
h
i
e
v
e
.
E.
T
h
e
r
ea
r
e
m
a
ny
s
u
cce
ss
f
u
l
c
o
m
p
a
n
i
e
s
t
h
a
t
a
r
e
i
nv
e
s
ti
ng
i
n
s
u
s
t
a
i
n
a
b
ilit
y
,
a
nd
e
ff
o
r
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s
t
o
w
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r
d
ss
u
s
t
a
i
n
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b
ilit
y
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n
e
ff
ec
ti
v
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l
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ec
o
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p
a
r
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o
f
a
b
r
a
nd
'
s
m
a
r
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ng
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Downloaded by David Bensoussan (david.m.bensoussan@gmail.com)
16.
W
h
a
t
a
dv
i
ce
w
ou
l
dyoug
i
v
ea
fi
r
m
a
bou
t
ho
w
t
o
r
e
s
pond
t
o
t
h
ec
h
a
ng
i
ng
m
a
r
k
e
ti
ng
e
nv
i
r
on
m
e
n
t
?
A
.
A
cce
p
tt
h
e
f
ac
tt
h
a
tt
h
i
ng
s
c
h
a
ng
ea
ndno
t
m
u
c
h
ca
nb
e
don
ea
bou
tit
.
B
.
W
h
e
n
e
v
e
r
po
ss
i
b
l
e
,
t
a
k
ea
p
r
o
ac
ti
v
ea
pp
r
o
ac
h
t
o
t
h
ee
nv
i
r
on
m
e
n
t
.
C
.
W
a
t
c
h
e
nv
i
r
on
m
e
n
t
a
l
c
h
a
ng
e
s
bu
t
r
eac
t
on
l
y
w
h
e
n
a
b
s
o
l
u
t
e
l
yn
ece
ss
a
r
y
.
D
.
If
t
h
ec
u
rr
e
n
t
s
t
r
a
t
e
gy
i
s
w
o
r
k
i
ng
,
t
h
e
r
e
i
s
non
ee
d
t
o
r
e
s
pond
t
o
e
nv
i
r
on
m
e
n
t
a
l
c
h
a
ng
e
s
.
E
.
D
ono
t
do
a
ny
t
h
i
ngun
til
c
o
m
p
e
tit
o
r
s
r
e
s
pond
.
17.
W
h
i
c
hg
e
n
e
r
a
ti
on
a
l
g
r
oup
s
ea
m
l
e
ss
l
yb
l
e
nd
s
on
li
n
ea
ndo
ffl
i
n
e
w
o
r
l
d
s
a
s
t
h
e
y
s
o
c
i
a
li
ze
a
nd
s
hop
?
A
.
G
e
n
e
r
a
ti
on
Z
B
.
T
h
e
G
r
ea
t
e
s
t
G
e
n
e
r
a
ti
on
C
.
G
e
n
e
r
a
ti
on
Y
D
.
G
e
n
e
r
a
ti
on
X
E
.
B
a
byboo
m
e
r
s
18.
T
h
e
r
o
l
e
o
f
ac
o
m
p
a
ny
'
s
m
a
r
k
e
ti
ng
i
n
t
e
r
m
e
d
i
a
r
i
e
s
i
s
t
odo
w
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
?
A
.
M
a
n
a
g
e
t
h
ec
o
m
p
a
ny
'
s
hu
m
a
n
r
e
s
ou
r
ce
s
e
ff
o
r
t
s
B
.
P
u
r
c
h
a
s
e
t
h
ec
o
m
p
a
ny
'
s
p
r
odu
c
t
C
.
D
e
t
e
r
m
i
n
e
w
h
i
c
hp
r
odu
c
t
s
ac
o
m
p
a
n
y
s
hou
l
d
m
a
r
k
e
t
D
.
P
r
ov
i
d
e
t
h
e
r
e
s
ou
r
ce
s
n
ee
d
e
dby
t
h
e
c
o
m
p
a
ny
t
op
r
odu
ce
good
s
a
nd
s
e
r
v
i
ce
s
E
.
H
e
l
p
t
h
ec
o
m
p
a
ny
fi
nd
,
p
r
o
m
o
t
e
,
s
e
ll
,
a
ndd
i
s
t
r
i
bu
t
e
p
r
odu
c
t
s
19.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
i
s
a
n
i
m
po
r
t
a
n
tt
r
e
nd
i
n
t
h
e
n
a
t
u
r
a
l
e
nv
i
r
on
m
e
n
t
o
f
w
h
i
c
h
m
a
r
k
e
t
e
r
s
s
hou
l
db
ea
w
a
r
e?
A
.
D
ec
r
ea
s
i
ng
c
o
s
t
s
o
f
non
r
e
n
e
w
a
b
l
e
r
e
s
ou
r
ce
s
B
.
S
ho
r
t
a
g
e
s
o
fr
a
w
m
a
t
e
r
i
a
l
s
C
.
D
ec
r
ea
s
e
dgov
e
r
n
m
e
n
ti
n
t
e
r
v
e
n
ti
on
Downloaded by David Bensoussan (david.m.bensoussan@gmail.com)
D
.
A
d
ec
r
ea
s
e
i
n
c
on
s
u
m
e
r
c
on
ce
r
n
t
o
w
a
r
d
t
h
ee
nv
i
r
on
m
e
n
t
E
.
D
ec
r
ea
s
e
dpo
ll
u
ti
on
20.
T
o
e
x
e
r
c
i
s
e
s
o
c
i
a
l
r
e
s
pon
s
i
b
ilit
y
,
m
a
ny
c
o
m
p
a
n
i
e
s
a
r
e
li
nk
i
ng
t
h
e
m
s
e
l
v
e
s
t
o
w
h
a
tt
yp
e
o
f
m
a
r
k
e
ti
ng
?
A
.
T
ec
hn
o
l
og
i
ca
l
B
.
I
n
t
e
r
m
e
d
i
a
r
i
e
s
C.Cause-
r
e
l
a
t
e
d
D
.
G
e
n
e
r
a
ti
on
a
l
E
.
E
nv
i
r
on
m
e
n
t
a
l
21.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ng
e
nv
i
r
on
m
e
n
t
s
f
o
c
u
s
e
s
o
n
f
ac
t
o
r
ss
u
c
h
a
s
a
v
a
r
y
i
ng
a
g
e
s
t
r
u
c
t
u
r
e
,
a
c
h
a
ng
e
i
n
f
a
m
il
yp
r
o
fi
l
e
s
,
s
h
i
f
t
s
i
ng
e
og
r
a
ph
i
c
popu
l
a
ti
on
,
a
b
e
tt
e
r-
e
du
ca
t
e
d
a
nd
i
n
c
r
ea
s
i
ng
l
y
w
h
it
e
-
c
o
ll
a
r
popu
l
a
ti
on
,
a
nd
a
h
i
gh
e
r
l
e
v
e
l
o
f
d
i
v
e
r
s
it
y
?
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A
.
T
h
e
d
e
m
og
r
a
ph
i
ce
nv
i
r
on
m
e
n
t
B
.
T
h
e
t
ec
hno
l
og
i
ca
l
e
nv
i
r
on
m
e
n
t
C
.
T
h
eec
ono
m
i
ce
nv
i
r
on
m
e
n
t
D
.
T
h
e
po
liti
ca
l
e
nv
i
r
on
m
e
n
t
E
.
T
h
ec
u
lt
u
r
a
l
e
nv
i
r
on
m
e
n
t
C
HA
P
TE
R
4
22.
H
ug
ea
nd
c
o
m
p
l
e
xd
a
t
a
s
e
t
s
g
e
n
e
r
a
t
e
dby
t
o
d
a
y
'
ss
oph
i
s
ti
ca
t
e
d
i
n
f
o
r
m
a
ti
ong
e
n
e
r
a
ti
on
,
c
o
ll
ec
ti
on
,
s
t
o
r
a
g
e
,
a
nd
a
n
a
l
y
s
i
s
t
ec
hno
l
og
i
e
s
a
r
e
r
e
f
e
rr
e
d
t
o
a
s
.
A
.
c
u
s
t
o
m
e
r
i
n
s
i
gh
t
s
B
.
a
m
a
r
k
e
ti
ng
i
n
f
o
r
m
a
ti
on
s
y
s
t
e
m
C
.
b
i
gd
a
t
a
D
.
m
a
r
k
e
ti
ng
r
e
s
ea
r
c
h
E
.
c
o
m
p
e
titi
v
e
m
a
r
k
e
ti
ng
i
n
t
e
lli
g
e
n
ce
23.
C
a
l
v
i
n
'
s
C
up
ca
k
e
s
i
s
a
tt
e
m
p
ti
ng
t
og
a
t
h
e
r
i
n
f
o
r
m
a
ti
on
a
bou
tit
s
c
u
s
t
o
m
e
r
s
i
no
r
d
e
r
t
o
i
m
p
r
ov
e
it
s
c
u
s
t
o
m
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31.
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34.
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36.
d
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37.
M
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und
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nd
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e
y
m
u
s
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fi
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ho
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n
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ce
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h
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r
s
.
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.
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ill
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.
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m
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s
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.
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s
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38.
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.
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39.
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on
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e
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c
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A
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ph
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40.
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h
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R
it
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r
lt
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s
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ll
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r
ong
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on
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gy
,
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h
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c
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s
s
uppo
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e
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s
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nddo
e
s
.
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h
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s
?
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.
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.
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e
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ce
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.
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h
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nn
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.
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.
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41.
C
o
m
p
a
n
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s
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t
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on
s
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m
a
ny
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ac
t
o
r
s
w
h
e
n
c
hoo
s
i
ng
a
m
a
r
k
e
t
-
t
a
r
g
e
ti
ng
s
t
r
a
t
e
gy
.
H
o
w
e
v
e
r
,
w
h
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c
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t
a
r
g
e
ti
ng
s
t
r
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t
e
gy
i
s
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e
s
t
d
e
p
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nd
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on
c
o
m
p
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ny
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e
s
ou
r
ce
s
,
p
r
odu
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t
v
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b
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y
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odu
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tli
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-
cyclestage,aswellas
.
A
.
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a
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v
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titi
v
e
m
a
r
k
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ti
n
g
s
t
r
a
t
e
g
i
e
s
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.
s
u
s
t
a
i
n
a
b
ilit
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e
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it
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.
d
i
s
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r
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ti
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h
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t
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s
ti
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s
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nd
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o
m
p
e
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v
e
m
a
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k
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ng
s
t
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t
e
g
i
e
s
D
.
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odu
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t
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t
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s
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nd
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m
p
e
titi
v
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m
a
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k
e
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ng
s
t
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t
e
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e
s
E
.
m
a
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e
t
v
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r
i
a
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nd
s
a
l
e
ss
t
r
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t
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i
e
s
42.
W
h
i
c
ho
f
t
h
e
f
o
ll
o
w
i
ngd
e
s
c
r
i
b
e
s
t
h
e
p
r
o
ce
ss
o
f
a
rr
a
ng
i
ng
f
o
r
a
m
a
r
k
e
t
o
ff
e
r
i
ng
t
oo
cc
upy
ac
l
ea
r
,
d
i
s
ti
n
c
ti
v
e
,
a
ndd
e
s
i
r
a
b
l
e
p
l
ace
r
e
l
a
ti
v
e
t
o
c
o
m
p
e
ti
ngp
r
odu
c
t
s
i
n
t
h
e
m
i
nd
s
o
f
t
a
r
g
e
t
c
on
s
u
m
e
r
s
?
A
.
P
o
s
iti
on
i
ng
B
.
M
a
r
k
e
t
s
e
g
m
e
n
t
a
ti
on
C
.
M
a
r
k
e
tt
a
r
g
e
ti
ng
D
.
D
i
ff
e
r
e
n
ti
a
t
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on
E
.
M
a
ss
m
a
r
k
e
t
i
ng
43.
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h
e
n
m
a
r
k
e
t
e
r
s
a
gg
r
e
ss
i
v
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l
yp
r
o
m
o
t
e
on
l
yon
e
b
e
n
e
fi
tt
o
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h
e
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h
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e
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e
fi
t
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t
e
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s
kno
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n
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s
t
h
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p
r
odu
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t
o
r
s
e
r
v
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ce
'
s
.
A
.
un
i
qu
e
p
r
odu
c
t
p
r
opo
s
iti
on
B
.
un
i
qu
e
b
e
n
e
fi
t
p
r
o
po
s
iti
on
C
.
un
i
qu
e
s
e
lli
ngp
r
o
po
s
iti
on
D
.
un
i
qu
e
po
s
iti
onp
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opo
s
iti
on
E
.
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i
qu
e
d
i
ff
e
r
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n
ce
p
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opo
s
iti
on
44.
I
n
w
h
i
c
h
t
a
r
g
e
ti
ng
s
t
r
a
t
e
gydo
e
s
a
fi
r
m
go
a
f
t
e
r
a
l
a
r
g
e
s
h
a
r
e
o
f
on
e
o
r
a
f
e
w
s
m
a
ll
e
r
s
e
g
m
e
n
t
s
?
Your preview ends here
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A
.
C
on
ce
n
t
r
a
t
e
d
m
a
r
k
e
ti
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7
Downloaded by David Bensoussan (david.m.bensoussan@gmail.com)
46.
In determining product quality, what are the two dimensions of quality marketers must decide upon?
A. Level
and
consistency
B. Consistency and conformance
C. Consistency and packaging
D. Level and conformance
E. Level and price
47.
Groups of products consist of materials and parts, capital items, and
supplies and services.
A. unsought
B. shopping
C. convenience
D. industrial
E. specialty
48.
When a company lengthens a product line by adding more items within that line's current range,
the company is .
A. filling
the
line
B. stretching the line downward
C. increasing the width of the product mix
D. stretching the line upward
E. decreasing the depth of the line
49.
Ad agency Young & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand is defined in terms of how highly consumers
regard and respect the brand.
A. equity
B. relevance
C. knowledge
D. esteem
E. differentiation
50.
Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include , and unsought products.
A. luxury, specialty
B. convenience,
shopping,
specialty
C. convenience, shopping, optional
D. shopping, specialty, sought products
E. convenience, shopping, seasonal
51.
Which of the following incorporates the advantage of brands operating in different categories
with the combined brands creating broader consumer appeal and greater brand equity?
Downloaded by David Bensoussan (david.m.bensoussan@gmail.com)
A. Store branding
B. Distributor branding
C. National branding
D. Private branding
E. Co-branding
52.
The quality of services depends on who provides them as well as when, where, and how they
are provided. Which characteristic of services does this describe?
A. Variability
B. Perishability
C. Intangibility
D. Tangibility
E. Inseparability
53.
is the value of customer relationships that a brand creates.
A. Customer value
B. Brand value
C. Brand equity
D. Customer
equity
E. Brand differentiation
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