The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted. Advertising by the company emphasizes the point that how its lures, unlike others, are all handcrafted. This feature is the company's:
a. publicity objective.
b. marketing differentiator.
c. competitive advantage.
d. one-to-one marketing advantage.
ANSWER: c
The main function of a marketer's promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition. Fun Lite Corporation lures have a competitive advantage because of its product's unique features.
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