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Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's ...

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Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's ...

Question 1.

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio, what would be the best first step for you to take?

• State who would distribute the product

• State the product's membership in a category

• State who manufactured the product

• State the image of the product

• State the product's cost

Question 2.

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

• Announcing category benefits

• Focusing on reliability

• Comparing to exemplars

• Persuasion based on believability

• Relying on the product descriptor

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

Read 175 times

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