Rohawk, a laptop bag manufacturer, has created a new line of laptop bags with a feminine design. The target market for this new product is urban working women. In order to market it effectively to the targeted segment, the advertisements for Rohawk women's laptop bags show smart and successful young women professionals using these bags. This scenario is an example of _____.
A) the role acquisition function
B) symbol development
C) opinion leadership
D) ethnocentric development
E) role transition

Question

Quizplus · Accepted Answer

This scenario is an example of symbol development, where the product is designed and marketed with a particular meaning or association in mind, in this case, femininity and professionalism. The advertisements of smart and successful young women professionals using these bags suggest that the product is a symbol of success and style for the urban working women.

Rohawk, a Laptop Bag Manufacturer, Has Created a New Line