Product International is a company that sells a number of different products that compete on different grounds. Product A which they sell competes directly with Product B produced by another company. Product A emphasizes the higher quality of the product while Product B emphasizes low price. As part of its marketing strategy, Product A has just hired a very famous person to advertise their product. In a different line of products, Product International produces product X and sells it at a very low price. As noted above, Product A is the direct competitor to product B. In an effort to differentiate product A from the product B, Products International emphasizes the higher quality of their product. In response, the company producing product B emphasizes the low prices they offer. Both companies are attempting to create

a: a. unique selling proposition
b. differentiating unit
c. selling advantage
d. loyalty program