When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink, it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product. What type of statement was this?
A. clustering
B. positioning
C. combining
D. determining
E. qualifying
Answer: B
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Ritz-Carlton is fervently dedicated to anticipating customers' slightest needs. Without ever asking, they seem to know when customers want a king-size bed, non-allergenic pillow, extra body gel or the blinds open upon arrival
An amazing 95 percent of departing guests report that their stay has been a truly memorable experience. This is an example of ________. A) customer delight B) customer lifetime value C) customer equity D) customer share E) customer-perceived value
Which of the following is a reason that marketing to Hispanics has proven to be a challenge?
A. Hispanics prefer imports to American-made products; they tend to be ethnocentric in their product preferences. B. The Hispanic subculture is diverse. C. Hispanics don't consider advertising a credible source of product information. D. Assimilation is valued and the Hispanic community finds cultural target marketing offensive. E. Hispanics communities are spread across the entire country and therefore difficult to target.
The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one "happy hour" special but few members showed up. The manager did not have a grasp of what would make his target market
A. reachable. B. responsive. C. identifiable. D. quantifiable. E. substantial.
Metrics often used to monitor the performance of lean supply chains include ______.
a. days of inventory on hand b. return on investment c. employee turnover d. absenteeism rates