b. home-style taste. c. mild spices for the relatively unsophisticated American palate. d. premium packaging. e. a range of chili product flavors. Answer: c Page(s): 57 LO: N/A AACSB: Analytic QD: Medium Rationale: The points of difference for Paradise Kitchens’ Howlin’ Coyote Chili include a high- quality, “authentic” frozen chili in a range of flavors; the combination of quick preparation and home-style taste; packaging graphics that convey the unique, high-quality product contained inside; and the product’s nontraditional positioning. Paradise Kitchens’ Howlin’ Coyote brands offer more “kick” than most other prepared chilies because the American palate is increasingly intrigued by hot spices. A-79 MARKETING PLANS COMPREHENSION - 27 -
A(n) __________ helps communicate the company’s unique points of difference of its products to prospective customers in a simple, clear way. a. positioning strategy b. market-product grid strategy c. competition analysis d. implementation strategy e. situational analysis Answer: a Page(s): 57 LO: N/A AACSB: Analytic QD: Medium Rationale: A positioning strategy helps communicate the company’s unique points of difference of its products to prospective customers in a simple, clear way. See Chapters 9 and 10. A-80 PARADISE KITCHENS COMPREHENSION According to its marketing plan, Paradise Kitchens is positioning itself in consumers’ minds as a. a moderately priced “Home style taste of the Southwest” chili. b. a low-cost “Mexican /American meld of flavors” for easy-to-prepare frozen entrees. c. traditional “Taste of Mexico” that uses all organic ingredients in semi-prepared meals. d. very high-quality “gourmet Southwestern/Mexican” frozen entrees and desserts. e. very high-quality “authentic Southwestern/Mexican tasting” chilies that can be prepared easily and quickly. Answer: e Page(s): 57 LO: N/A AACSB: Analytic QD: Medium Rationale: According to Paradise Kitchens, in the past products have been either convenient or tasty, but not both. Howlin’ Coyote pairs these two desirable characteristics to obtain a position in consumers' minds as very high-quality “authentic Southwestern/Mexican tasting” chilies that can be prepared easily and quickly. A-81 MARKETING PLAN ORGANIZATION COMPREHENSION The Marketing Program section of a marketing plan consists of a. the four marketing mix elements. b. the five environmental forces. c. the financial forecasts for the industry and the company itself. d. the target market identification and market segment selection. e. the specific steps that will be taken to implement the plan. Answer: a Page(s): 58 LO: N/A AACSB: Analytic QD: Medium Rationale: Everything that has gone before in the marketing plan sets the stage for the marketing mix actions—the 4 Ps—which are covered in the Marketing Program section of a marketing plan.
- Fall '11
- Marketing, Paradise Kitchens, Use A-level, N/A AACSB