6. The role of brand names and advertising Which of the following statements about brand names is true? Brand names give the seller an incentive to provide consistently high-quality products and services in order to protect the reputation of the brand. It is always rational to prefer brand names over generic substitutes. Brand names are always economically wasteful since they dupe consumers into buying more expensive goods and services that are no different from generic versions. Read the following example and determine whether it illustrates a common critique or defense of advertising. While shopping for soft drinks, Charlotte is trying to determine whether to purchase the generic seltzer or the brand La Crosse. Although she could not notice the difference between the two in a taste test, she buys the higher-priced La Crosse because she has seen it advertised as being "La drink of La Summer." This illustrates a common of advertising.
6. The role of brand names and advertising Which of the following statements about brand names is true? Brand names give the seller an incentive to provide consistently high-quality products and services in order to protect the reputation of the brand. It is always rational to prefer brand names over generic substitutes. Brand names are always economically wasteful since they dupe consumers into buying more expensive goods and services that are no different from generic versions. Read the following example and determine whether it illustrates a common critique or defense of advertising. While shopping for soft drinks, Charlotte is trying to determine whether to purchase the generic seltzer or the brand La Crosse. Although she could not notice the difference between the two in a taste test, she buys the higher-priced La Crosse because she has seen it advertised as being "La drink of La Summer." This illustrates a common of advertising.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:6. The role of brand names and advertising
Which of the following statements about brand names is true?
Brand names give the seller an incentive to provide consistently high-quality products and services in order to protect the reputation of
the brand.
It is always rational to prefer brand names over generic substitutes.
Brand names are always economically wasteful since they dupe consumers into buying more expensive goods and services that are no
different from generic versions.
Read the following example and determine whether it illustrates a common critique or defense of advertising.
While shopping for soft drinks, Charlotte is trying to determine whether to purchase the generic seltzer or the brand La Crosse. Although
she could not notice the difference between the two in a taste test, she buys the higher-priced La Crosse because she has seen it
advertised as being "La drink of La Summer."
This illustrates a common
of advertising.
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