In the ________ stage of marketing planning, marketers must determine how they want consumers to think of their product in comparison to competing products
A) develop a mission statement
B) perform a situation analysis
C) develop marketing strategies
D) develop distribution strategies
E) implement the plan
C
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Exaggerating a property's value or desirability
a. is permissible. b. is expected in the average transaction. c. is justifiable as harmless "puffing." d. is never permitted.
Campbell's has been marketing soup in Japan for more than 40 years. Early on, Japanese consumers were not receptive to ads featuring the Campbell Kids and the "M'm M'm Good" slogan
This compelled Campbell's to develop ads featuring a talking soup can known as "Mr. Campbell." Campbell's also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences. As described here, which of the following strategies has Campbell's used in Japan? A) product-communications extension B) product extension-communications adaptation C) product adaptation-communications extension D) product-communication adaptation E) product invention