One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?

Steven, a manager gives a formal presentation to his team members about the new software that he has reviewed. He feels that it will be very useful for his team and will increase efficiency. However, some members of his team disagree with Steven and argue that it could lead to a decrease in productivity. Steven irritated at being challenged feels that the team members are making excuses for being lazy. in the context of this scenario, Stevens judgment has been influenced by his ______ process

Fill in the blank(s) with the appropriate word(s).

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components

Indicate whether the statement is true or false