QUESTION All of the following questions are relevant to Zappos’ decision to move toward a mass marketing campaign EXCEPT which one? A) Will Zappos be able to convince customers who have no history with Zappos that Zappos will provide excellent customer service? B) Are the potential customers who view Zappos’ advertisements in magazines and newspapers […]
QUESTION If the less expensive clothing lines are priced higher than most of the other clothing lines sold by these retailers, then those retailers most likely believe what? A) A significant percentage of their customers are aware of some high-end fashion designers. B) A substantial number of their customers would be interested in expensive high-end […]
QUESTION Give an example of price bundling from your own experience. What will be an ideal response? ANSWER Answer: When I bought my snowmobile, the dealer added a helmet at no extra charge. Explanation: Bundling is the practice of pricing two or more products together as a unit.
QUESTION Extensive analysis reveals that if Personal Devices offered Indian customers products at a number of different price points, the company would initially earn more profits but damage the brand in the long term. Which of the following, if true, supports the argument that Personal Devices should offer products at multiple price points? A) One […]
QUESTION Which of the following questions would most likely have to be answered using marketing research as opposed to internal information or marketing intelligence? A) To what extent would existing Red Bull customers be interested in an enhanced-water product? B) To what extent have Red Bull customers suggested that Red Bull expand into other drink […]
QUESTION Which of the following, if true, most strongly supports a decision by Red Bull to produce a line of enhanced waters? A) Red Bull’s current customers drink enhanced waters at rates similar to the rates of customers of other energy drinks. B) Enhanced water typically has higher production costs than other drinks, but it […]
QUESTION In hopes of encouraging children to wash dishes, Squishy Sponge Company has come up with the idea of making animal-shaped sponges sized to a child’s hand. The product idea has been screened, and the product analysis has been conducted. What does the company have left to do? (Assume the product is successful at each […]
QUESTION Most of us are likely familiar with the simple elegance of the containers associated with the Method brand of cleaning products. How does the packaging help the brand outside of the packaging’s normal purposes? What will be an ideal response? ANSWER Answer: It helps promote brand awareness. Explanation: Brand awareness means that consumers […]
QUESTION Give an example from your own life about brand preference. What will be an ideal response? ANSWER Answer: Answers will vary. Sample answer: I prefer to purchase organic yogurt from a local dairy but will buy other brands if my grocery store is out of the organic. Explanation: Brand preference means that consumers […]
QUESTION Give a real-world application of co-branding. What will be an ideal response? ANSWER Answer: Answers will vary. Sample answers from the text include: Target and Visa credit card; L.L.Bean and Subaru car; American Airlines Arena (Dallas); Staples SportsCenter (Los Angeles); AT&T Park (San Francisco). Explanation: Sometimes two companies or entities will get together […]
