Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5)In addition to promoting environment-friendly cars,Ford is now trying to market its cars as universal ones that can be used in markets throughout the world.The company has utilized the phrase "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker.Assuming this is an attempt at a unique selling proposition,which of the following is an implication of this method?
A) It is a short-term commitment.
B) It is very efficient once a clear link has been established.
C) It is not resistant to competitive challenge.
D) It allows you to switch strategies, and the strategies will continue to be effective.

Question

Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5)In addition to promoting environment-friendly cars,Ford is now trying to market its cars as universal ones that can be used in markets throughout the world.The company has utilized the phrase "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker.Assuming this is an attempt at a unique selling proposition,which of the following is an implication of this method? 
A) It is a short-term commitment. 
B) It is very efficient once a clear link has been established. 
C) It is not resistant to competitive challenge. 
D) It allows you to switch strategies, and the strategies will continue to be effective.

Quizplus · Accepted Answer

The "One Ford" campaign, aiming to market cars as universal and suitable for global markets, implies efficiency once a clear link between the brand and its universal appeal has been established. This approach streamlines marketing efforts and messaging, making it more efficient.

Scenario 10-5 in 2007, Ford Motor Company Fell from Second to Third