Which of the following is true with regard to positioning?
A) Unlike branding, positioning is not intended to evoke the specific attributes that consumers associate with a product.
B) More often than not, positioning dilutes brand equity.
C) Through positioning, firms emphasize differences from competitors' offerings.
D) Positioning refers to the process of scaling up production in a market characterized by high demand.
C
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Identify two actions other than the purchase of a good or service that could be measured through calculation of a conversion rate
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Which of the following statements is true of the new product development process?
A) The purpose of the idea screening stage is to create a large number of ideas. B) Under the business analysis stage, if the new product satisfies the company's objectives, the product then moves to the product development stage. C) A product concept is the way consumers perceive an actual or potential product. D) The concept testing stage is the stage at which the product and its proposed marketing program are introduced into realistic market settings. E) Commercialization is the process of inviting broad communities of people such as customers, employees, and scientists into the new product innovation process.