Answered: 8. The use of the Punchy Mascot is an…

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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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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