10 May THE FOUNDERS OF LIFE IS GOOD STARTED THEIR BUSINESS BY HAWKING?
-The founders of Life is Good started their business by hawking? t-shirts on the street and selling them door to door in college towns. As the organization? grew the number of different lines of products it offered? grew too.? Collectively these assorted product lines might be described as Life is? Good’s __________.A.merchandise assortmentB.product mixC.service offeringsD.product assortmentE.unsought goods2- Life is Good utilizes a percentage of its profits to support its own charitable? foundation whose purpose is to provide support services for frontline childcare providers. Its notion of? “Do well by doing? good” is encapsulated by which of the following? concepts?A.Co-brandingB.Interactive marketingC.Brand extensionD.BrandingE.Social marketing3-The cartoon character? “Jake” embodies the organizational values of Life is Good and is intended as a symbol of optimism and all that is right with the world. The? “Jake” logo is an important symbol of the? company’s __________.A.product lineB.product portfolioC.brandD.product qualityE.product mix4-Jim? Laughlin the director of communications for Life is? Good emphasized the importance of spreading awareness of the? organization’s goal of helping children through the sale of products to both customers and employees. If consumers rate Life Is Good more favorably because of these? efforts the company has increased its? ____.A. product mixB.brand equityC.service variabilityD.product linesE.brand value5- For many of Life is? Good’s customers understanding of the? company’s positive message and social role makes a significant difference in terms of their response to the? company’s products and marketing. If this improves the? company’s financial? position it has increased its? _____.A.brand awarenessB.service intangabilityC.internal marketingD.brand valueE.brand equity
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