Quiz 5 - 1 Diesel is a company that manufactures and...

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1. Diesel is a company that manufactures and distributes very expensive, high-quality jeans. In the Unites States, there are 10 million people who could potentially purchase their jeans. Of those, 8.7 million are aware of the Diesel brand and 7.2 million know that types of products they distribute. Approximately 6.2 million like the brand, 5.0 million of which believe that they will make a Diesel jeans purchase within the next few months. Currently, 4.6 million already own a pair of Diesel jeans. Given these figures, what promotional objective should Diesel set? Student Response Value Correct Answer Feedback A. Increase the number who intend to purchase Diesel jeans 100% B. Increase the number who own a pair of Diesel jeans C. Increase the number who know about the products that Diesel sells D. Increase the number who actually like the Diesel brand E. Increase the number who are aware of Diesel General Feedback: Lecture page 74 A. Getting more people to intend to buy a pair of Diesel jeans will lessen the largest gap of 1.24 (62 / 50), so Diesel should direct their efforts toward this as their indicated objective. B. Getting more people to actually own a pair of Diesel jeans will lessen a gap of only 1.09 (50 / 46), so Diesel should not direct their efforts toward this. C. Getting more people to know about Diesel products would lessen a gap of only 1.21 (87 / 72), so Diesel should not direct their efforts toward this. D. Getting more people to actually like the brand will lessen a gap of only 1.16 (72 / 62), so Diesel should not direct their efforts toward this. E. Getting more people to be aware of Diesel would lessen a gap of only 1.15 (100 / 87), so Diesel should not direct their efforts toward this.
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Score: 1/1 2. Summer is traveling around the United States and absolutely loves amusement parks. Since there are so many attractions around the country, she can only fit one amusement park into her schedule. She will evaluate which amusement park to attend based on the following attributes: ease of transportation to get to the amusement park, number of rides, lack of crowds, and the overall intensity of the rides. Her ratings are based upon a 10-point scale where 1 is a low rating, and 10 is a high rating. In the right column, Summer has rated the importance of each attribute, also using a 10-point scale. What promotional strategy should Cedar Pointe use to maximize the likelihood of attracting Summer's business? Attribute Islands of Adventure Cedar Pointe Disney Land Importance Intensity 9 7 8 9 Number of Rides 8 5 9 4 Not crowded 7 9 7 6 Transportation 5 6 4
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2 General Feedback: Lecture page 75 A. If Cedar Pointe raises the importance rating of the uncrowdedness of the park, the points would go up for all parks so that (with a 4 point increase) the new ratings for all parks would be: Islands of Adventure 193, Cedar Pointe 185, Disney Land 186. This strategy would not maximize the likelihood of attracting Summer’s business.
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