CLEP Marketing

Answer: D - Consumers of an exclusive set of golf clubs will often wait a year or two for the company to develop their latest line. These clubs are thought to fulfill a symbolic need in the consumer target group. Marketing communications sometimes position a brand in consumers’ minds based on symbolic or non-functional needs. These symbolic needs allow the consumer to associate brand ownership with a certain role or status in society. For example, the consumers of the exclusive golf clubs realize that ownership of these clubs means that they belong to a certain earning or socio-economic status. It could also mean that they belong to an exclusive group of dedicated golfers.