The athletic footwear industry was revolutionized years ago by the introduction of expensive products backed by celebrity athlete endorsements and sophisticated brand marketing on radio and television. Since then, it has become accepted that companies simply cannot compete in this industry without a great deal of media exposure. However, the most popular new brand of athletic footwear in the last year is not advertised on radio and television, and positions its product as "half the price - just as good."
Which of the following best explains the apparent discrepancy above?
The new brand of footwear is constructed along the same lines as the products made by more expensive brands.
The new footwear brand has several celebrity spokespeople who are not athletes.
Most of the new brand's customers have come from personal recommendations.
The company's novel marketing approach has been repeatedly covered on several popular news shows.
Last year, the new footwear brand had sales that were less than half of the sales of the leading brand in the field.
Which of the following best explains the apparent discrepancy above?
The new brand of footwear is constructed along the same lines as the products made by more expensive brands.
The new footwear brand has several celebrity spokespeople who are not athletes.
Most of the new brand's customers have come from personal recommendations.
The company's novel marketing approach has been repeatedly covered on several popular news shows.
Last year, the new footwear brand had sales that were less than half of the sales of the leading brand in the field.
