STR 581 help A Guide to career/uophelp.com STR 581 help A Guide to career/uophelp.com | Page 29

16.
The Enron employee who reported the financial manipulations at
the company to her superiors can be considered to have engaged
in__________.
•
managerial opportunism
•
an act of courage
•
vindictive disloyalty
•
white-collar crime
17.
The differentiation strategy can be effective in controlling the
power of rivalry with existing competitors in an industry
because__________.
•
customers are loyal to brands that are differentiated in
meaningful ways
•
customers will seek out the lowest-cost product
•
the differentiation strategy benefits from rivalry because it forces
the firm to innovate
•
customers of nondifferentiated products are sensitive to price
increases
18.
A well-known car manufacturing company introduces a new
hatchback model by describing its distinctive features and then stressing
the speed and safety qualities of the car. Which of the following is the
company using to convey its membership in the hatchback segment?
•
relying on the product descriptor
•
using channel differentiation
•
announcing category benefits
•
comparing to exemplars
19.
AT&T's business campaign not only helped to change public
perceptions of the company, it also signaled to employees that AT&T
was determined to be a leader in telecommunication services. Which
principle of internal branding does this example portray?
•
bringing the brand alive for employees
•
linking internal and external marketing