6. Related to the previous question, when Coca Cola approaches a retailer and asks for prominent displays, the retailer is likely to agree and offer Coca Cola the best end-of-aisle displays in the store. Coca Cola does not have to pay for such advantages because the retailer knows that consumers are highly likely to purchase the brand. This type of Vertical Marketing System is best described as: a. Administered c. Franchised b. Contractual d. Hybrid
6. Related to the previous question, when Coca Cola approaches a retailer and asks for prominent displays, the retailer is likely to agree and offer Coca Cola the best end-of-aisle displays in the store. Coca Cola does not have to pay for such advantages because the retailer knows that consumers are highly likely to purchase the brand. This type of Vertical Marketing System is best described as: a. Administered c. Franchised b. Contractual d. Hybrid
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Q6
Transcribed Image Text:5. When Coca Cola and Pepsi Cola entered the orange
sector, they were able to spend a lot of money on
advertising. They had well-established brand names
and strong relationships with large distribution
channels. The power that is exerted by such
recognizable brand names for which buyers will pay a
premium and through which they can command shelf
space is best described as:
a. Market Dominance c. Positioning
b. Brand Equity
d. Loyalty
6. Related to the previous question, when Coca Cola
approaches a retailer and asks for prominent displays,
the retailer is likely to agree and offer Coca Cola the
best end-of-aisle displays in the store. Coca Cola does
not have to pay for such advantages because the retailer
knows that consumers are highly likely to purchase the
brand. This type of Vertical Marketing System is best
described as:
a. Administered e. Franchised
b. Contractual d. Hybrid
7. For its part, Hawaiian Punch is distributed through
multiple channels WITHIN THE SAME store. It is also
sold in convenience stores. This multi-channel strategy
is best described as a
distribution strategy.
a. Administered c. Franchised
b. Contractual d. Hybrid
8. The use of the Punchy Mascot is an example of which
kind of advertising execution strategy?
a. Personality Symbol c. Testimonial
b. Slice of Life
d. Technical Expertise
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