Ubersense is the subject firm described in the “You Be the VC 5.2” feature (from Chapter 5). Reread the feature. What types of public relations activities, from among those considered in this chapter, would you recommend this company undertake to successfully promote the firm?
Answer to relevant QuestionsHow should a firm go about constructing a product attribute map? Describe Proactiv’s positioning strategy. To what extent did the three critical marketing decisions discussed in the case shape the evolution of Proactiv’s positioning strategy? What do we learn about fair use from the GoldieBlox–Beastie Boys dispute? What are the three steps involved in selecting and registering a trademark? What types of physical measures do firms take to protect their trade secrets?
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