Explain the potential problems associated with the brand management system
What will be an ideal response?
Because brand managers within one firm may be in competition against each other, they may push too hard for short-term sales with coupons and other sales promotions for their own brand that damage other brands and, in the long run, hurt brand equity.
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Entrepreneur Lara Kraft has developed pecan pie jam, apple pie jam, and cherry pie jam, which she is marketing under the name Pi-Full. Everyone who has tried the product loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotion mix would be most likely to move people toward looking for the product and buying it?
a. a $1-off coupon for a 6-ounce jar of jam b. increasing the number of stores carrying Pi-Full c. flyers placed under windshield wipers in supermarket parking lots d. article in local newspaper about entrepreneurs
Which of the following statements is true about shareholders?
A) They are not entitled to a distribution of the dividend income. B) They have direct equity interest in the firms to which they fund resources. C) They have no rights to transfer their shares to other investors. D) They emphasize corporate responsibility over financial profitability.