Home Cookin' Catering would like to improve customer satisfaction and increase repeat
business. When you ask the owners to describe a typical customer, they say it is impossible and
explain that with corporate functions, family affairs, and fund-raisers,
Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact
car. This is an example of _ advertising.
For each television commercial that Miller develops, Scott and Dave follow-up every month to
determine the nu
The maker of Purell hand sanitizer tested consumers' reactions to its Purell Sanitizing Wipes by
getting consumers to look through a newspaper with grocery store ads, make out a grocery list,
and then "shop" in a mock store filled with real products, incl
Professor Lawrence Duke
August 18, 2016
Case Study Stella Artois
1. Does it make sense for Interbrew to develop a global brand?
a. Yes it does make sense for Interbrew to develop a global brand. Interbrew had its
roots in a glob
Segmentation- dividing market into groups
Psychographics-Market segmentation on the basis of personality, motives, lifestyles, and geodemographics
Reflects a persons traits, attitudes, and habits.
David likes New Balance running shoes. However, when he stopped by the Foot Locker to buy a
new pair of running shoes he notice that Nike had a new pair of running shoes that cost $350. To
David the higher price of the Nike shoe indicated that it would be
Refer to Amtrak. The plan to optimally utilize television, radio, print, and out-of-home vehicles
to target business travelers is called a:
b. promotional strategy
Vans' promotional mix focuses more on a pull strategy than a push strategy.
Allstate Insurance says "You're in good hands with Allstate" and Prudential Life Insurance shows
a rock in its commercials because it wants to convey stability. These companies are using what
type of promotion strategy?
Stressing tangible cues
Which of the following statements describes an advantage to retailers associated with developing
their own brands?
Higher profits are available on private brands.
At one point Heinz made ketchup in multiple colors including red, green, purple, pink, orang
Yinan Hong, Amy Lee & James Douglas
Initial Original Marketing Strategy
Countries entered: Argentina
Population- median-low initial cost and enough sales units
GDP is high and grows at 3.5%
Reduce the cost of sold-25%- highest