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Which brand is the most vulnerable, i.e., of which brand consumers are more likely to switch to another brand?
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- The Timberland brand is known for its rugged outdoorsy shoes and apparel wear. Navin works in an advertising agency and serves as the brand Timberland's Account manager. Navin is responsible for ensuring that Timberland's brand personality, positioning, and imagery are maintained and enhanced. Recent consumer research has been showing an alarming dip in consumer beliefs about Timberland's rugged personality. Consumers consistently rate brands such as REI and LL Bean as being more rugged than Timberland. In order to address this gradual brand dilution, Navin suggests to the marketing team from Timberland that they must sanction an advertising campaign to address this issue. After several rounds of discussion, the ad agency and the internal marketing team at Timberland come up with an actionable advertising strategy. In your opinion, which of the following advertising tactics should the brand not rely on to strengthen Timberland's brand personality? celebrity endorsers type of media…Marketing researcher at Nestle is using event study to determine value of brand. Specifically, she estimates stock market reaction (change in value of Nestle's stock price) to the introduction of new version of Nestle's Butterfinger candy. Marketing researcher is using _____ approach to brand valuation A. Cost-based approach B. Market approach C. Financial approach D. Brand powerSara is the marketing manager in XYZ company. She is introducing new products. She transmits information about the features of the product to customers. Which of the following role is performed by her?
- You have been appointed as a marketing manager for Tumfwane enterpriseslimited based in Mufulira in the Copperbelt that offers hospitality services to themarket. You managing Director wants to know the consumer buying decisionprocess. Write a memo to her using an appropriate diagram to explain the buyingdecision process of a consumer? The president of a large manufacturer of household appliances that aremanufactured and sold in Zambia, has asked you to develop a system formonitoring and evaluating the impact of major environmental trends in thiscompany’s strategies and programmes. Briefly describe your proposed system interms of how you would organize your scanning activities, and evaluate the impactof each Stouffer’s foods holds a commanding share of the growing market for low-caloriefrozen entrees with its lean cuisine product line. To maintain its lead as the marketcontinues to grow, what strategic marketing objectives should Stouffer focus onand why?1. Based on the first chart (overall scores), which brand/s is/are the better performing ones (where the consumers’ attitude is more favorable)? Which is/are the poorer performing brand/s? 2. Based on the 2nd chart, which product attributes are the most important to consumers in their purchase decisions? Which ones are of lesser importance? 3. What particular attributes of these products perceived as superior (that is, why are they considered to be the best)?Select the correct response next to the matching statement(CLO-2). Which buying center participant - a buyer, decider, gatekeeper, influencer, or user-is most likely to make the following statements? "I'll place the order first thing tomorrow" Answer 1 "Without an appointment, no sales rep gets to see Mr. Johnson". Answer 2 "I specified the bonding agent on another job and it worked for them". Answer 3 "Okay, it is a deal-we'll buy it". Answer 4 "This bonding agent better be good". Answer 5 "I don't see any reason why we can't use this bonding agent on the next job"
- 11.The ___________ is the set of controllable variables that the firm use to influence the buyer’s a. All of the answers are correct b. Management Process c. Marketing Mix d. Marketing Strategy 12.Barriers to entry is part of ___________. a. Threats of new entrants b. Market Rivalry c. Competitive Advantage d. All of the answers are correct 13.The ___________ is how much the consumer will pay. a. Product b. Promotion c. Price d. Place 14.___________ describes the unique features of products and services provided to customers that is different from any competitors in the market. a. Selling Features b. Value Proposition c. Unique Product d. None of the answers are correct 15.The ___________ is a customer segment which focuses on a wide range of potential customers. a. Management Strategy b. Mass Market c. Niche Market d. All of the answers are correct 16.___________ is the way you let your customers know about, sell, deliver, and maintain your products and services. a. Marketing Strategy…PositioningAccording to Baines, the following examples are signs of a so-called functional positioning strategy: Select one or more options: The beer brand Stella Artois writes that they have existed since the year 1366 The beer brand Norrlands Guld emphasizes in its commercials that it is "ordinary down-to-earth people" who drink Norrlands Guld Bodyshop mentions that they only make cosmetics that have not been tested on animals The Dacia car brand emphasizes that you get a good car at a low cost if you choose a Dacia SanderoWheat Box is also trying to learn about consumer preferences for its famous line of toaster pastries: the Toastie Kings. (Tagline: Rule your morning!) They contact grocery stores all over the United States and Canada, gathering sales data on their various standard and special flavors. Is this observational or experimental?
- A market segment consists of a group of customers who share different sets of needs and wants. true falseProduct cannot be to all customer, company has to select from the available target market to serve them effectively based from their needs and wants. Since the entire market is cluttered, we need process to identify our chosen market or the so- called: Group of answer choices a. market fragmentation b. market positioning c. market targeting d. market segmentationWhat is the name of Pepsi’s most recent entry into the mid-calorie market for cola flavored soft drinks? (a) Pepsi XL, (b) Pepsi Edge, (c) Pepsi Next, (d) Pepsi True.