1.) Red Bull’s promotional events promote the brand image of an adrenaline-fueled lifestyle. Which type of objective does this branding goal represent? a Corporate objective b Business unit objective c Tactical mission d Marketing objective e Corporate mission 2.) If Red Bull decided to introduce its current product in a geographic region where it currently doesn’t do business, it would be pursuing a ________. a segmentation strategy b market penetration strategy c market development strategy d product development strategy e diversification strategy 4.) Why might Red Bull create its own sporting events, music festivals, and other promotional opportunities, rather than “slapping their name” on existing events, as the reporter in the video put it? a Creating its own events gives Red Bull exclusive venues in which to promote its brand. b Creating its own events portrays the guerilla image it is trying to achieve. c Creating its own events frees it from regulatory restrictions on promotional advertising. d Creating events is easier than finding existing events to sponsor. e Few events now exist that are appropriate for Red Bull-style branding. 5.) As a strategic choice, why would Red Bull invest money in sponsoring extreme sports and other edgy activities, given that only a small percentage of their target customers are likely to engage in such activities? a These events are inexpensive to produce and promote. b Red Bull wants to encourage consumers to try a broader range of sports and other leisure activities. c The high-energy image portrayed by these events gives Red Bull customers the sense of adding a little excitement to their own lives. d These events and activities reflect the adrenaline-fueled lifestyles of today’s consumers. e Today’s consumers are bored with traditional sports.
1.) Red Bull’s promotional events promote the brand image of an adrenaline-fueled lifestyle. Which type of objective does this branding goal represent?
a
Corporate objective
b
Business unit objective
c
Tactical mission
d
Marketing objective
e
Corporate mission
2.)
If Red Bull decided to introduce its current product in a geographic region where it currently doesn’t do business, it would be pursuing a ________.
a
segmentation strategy
b
market penetration strategy
c
market development strategy
d
product development strategy
e
diversification strategy
4.)
Why might Red Bull create its own sporting events, music festivals, and other promotional opportunities, rather than “slapping their name” on existing events, as the reporter in the video put it?
a
Creating its own events gives Red Bull exclusive venues in which to promote its brand.
b
Creating its own events portrays the guerilla image it is trying to achieve.
c
Creating its own events frees it from regulatory restrictions on promotional advertising.
d
Creating events is easier than finding existing events to sponsor.
e
Few events now exist that are appropriate for Red Bull-style branding.
5.)
As a strategic choice, why would Red Bull invest money in sponsoring extreme sports and other edgy activities, given that only a small percentage of their target customers are likely to engage in such activities?
a
These events are inexpensive to produce and promote.
b
Red Bull wants to encourage consumers to try a broader range of sports and other leisure activities.
c
The high-energy image portrayed by these events gives Red Bull customers the sense of adding a little excitement to their own lives.
d
These events and activities reflect the adrenaline-fueled lifestyles of today’s consumers.
e
Today’s consumers are bored with traditional sports.
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