Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores' delivery needs in the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large and bulky pieces of furniture with less risk of damage than most traditional movers. Many of these furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real market need. As a result, most such stores are very interested in outsourcing delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to attract the business of other retailers who might require delivery services, such as electronics or appliance stores.
-(Scenario 1-5) In all of the promotional materials, Exodus Moving uses the slogan "Swift, Yet Gentler." This process of creating a distinct place relative to other movers in the market is known as ____.

Question

Quizplus · Accepted Answer

The process of creating a distinct place relative to other movers in the market through the use of a slogan is known as positioning. The slogan "Swift, Yet Gentler" is used to differentiate Exodus Moving from other movers in the market. Product differentiation refers to the process of distinguishing a product or service from others in the market, advertising campaigns are a specific set of advertising messages used to promote a product or service, and global advertising refers to advertising that reaches a worldwide audience. None of these terms accurately describe the situation presented in the scenario.

Scenario 1-5 Exodus Moving Is a Small Business That Was Created to Created