If a marketer for an established company believes that potential entrants to the marketplace must overcome established brand loyalty and spend relatively more on advertising, then he or she is likely to believe that advertising equals _____.

Question

Quizplus · Accepted Answer

The marketer believes that advertising creates a barrier to entry by establishing brand loyalty, which aligns with the market power view that advertising can create and maintain a dominant position in the market.

If a Marketer for an Established Company Believes That Potential