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Concept explainers
To determine: Ways to implement the recommendations
Case summary: CCompany- A soft drink manufacturing company faced a challenging situation when the consumer's attitude towards sugar-sweetened and diet drinks started to change. The US saw an increase in the number of cases of obesity, diabetes, and other weight-related cases. In the year 2014, Disease Control and Prevention got to know that 35% of US adults were dealing with obesity. Even children were also becoming obese and the main blame was given to soft drink manufacturer CCompany. Because of the shift of people towards a healthy lifestyle, the company said a decrease in revenues by more than 25% since 1990.
People started questioning the soft drink manufacturers about the usage of artificial sugar and many shifted themselves from regular soft drinks to diet sodas and even to water.
Ironically, CCompany was considered as a health and wellness drink during its initial phase because it shifted people from drinking alcohol to drink a non-alcoholic alternative.
But because of C-Company increasing obesity among people, the politicians proposed ‘soda taxes” to reduce the amount of consumption of sugar. The soft drink manufacturers are winning the political battle but are losing everything on the same side because the obesity concerns may reduce the demand for some of their products. It has become a risk for their growth and sustained profitability.
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Chapter 11 Solutions
EP MARKETING:REAL PEOPLE...MYMKTG.ACC.
- Provide an original example of a product or service to which you are brand loyal, meaning no other brand can be substituted. How long have you been using this particular brand? Explain the reasons for your brand loyalty. Consider the four aspects of market segmentation, and describe how the company segments the market for this particular product or service.arrow_forwardDescribe how you would approach the prospect.arrow_forwardThis is short question and has 5 sub parts interrelated. 1. Suppose there are many jobs related to business field, but you have chosen Marketing Manager as your prospective job. Defend your decision by clearly outlining the factors you considered while comparing the jobs available in the field in terms of knowledge and skill requirements for success, salaries, benefits, future growth opportunities, and any other criteria you value with choosing your career path. 2. Summarize the main skills, knowledge areas, and expertise expected of someone in the position of Marketing Manager. You are expected to summarize at least 10 main requirements of the job related to skills, knowledge areas, and/or expertise. Make sure to reference weblinks for each source. 3. Consider you are applying for the job of Marketing Manager. Summarize the skillset, knowledge, and expertise you possess. Consider the requirements of this job when choosing which skills and knowledge areas to summarize below. For…arrow_forward
- Why the aim of customer relationship management is to create not just customer satisfaction, but also customer delight ?arrow_forwardMidtown Bistro, a local restaurant has hired you to help them develop a new online business initiative. The company wants to use social networking actively in its marketing plan and integrate it not its Web site. In one or two paragraphs, identify thee benefits that Midtown Bistro might hope to obtain from this initiative and then write one additional paragraph about how it might measure its achievement of each benefit objective.arrow_forwardWrite a sales letter to introduce new fancy soap and give attractive offers to your customer.arrow_forward
- Outline your plan to promote your online store and make sure to include the below: Explain how you will create awareness of the online store. Explain some ideas for the on-site promotion of products.arrow_forwardHow is a marketing-oriented firm different from a production-oriented firm or a sales-oriented firm? 1 - 2 paragraphs?arrow_forwardWhat is voice of the customer?arrow_forward
- MarketingMarketingISBN:9780357033791Author:Pride, William MPublisher:South Western Educational PublishingFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage LearningFoundations of Business - Standalone book (MindTa...MarketingISBN:9781285193946Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
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