Answered: 14. United and Southwest competed…

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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Q14

Transcribed Image Text:9. Hawaiian Punch has 94% brand recognition in its category. However, they have low share in the direct store delivery (DSD) channel that relies HEAVILY on bottlers and other distributors to get their products on the shelves. Thus, if they were to invest in more promotions to increase volume in the DSD channel, they should consider using: a. Push with Trade Promotions c. Pull with Trade Promotions b. Pull with Advertising d. Push with Advertising 10. Mary Kay was considering introducing new product, a hair care line, into a new market. This risky market growth strategy is best described as. a. Market Development c. Diversification b. Penetration d. Product Development 11. Mary Kay is most likely considering this because the stage of its life cycle. company is in its a. Introduction c. Decline b. Maturity d. Growth 12. Southwest has an overall commitment to "Connecting people to what's important in their lives through friendly, reliable, and low-cost air travel." This represents the company's c. Unique Selling Proposition b. Corporate Objectives d. Corporate Social Responsibility a. Mission Statement 13. Charging more for seats in first class is similar to charging more for better seats in a theater and is known as: a. Psychological Pricing c. Customer Segmented Pricing b. Location Pricing d. Captive Product Pricing 14. United and Southwest competed head-to-head in the California market with each paying close attention to - and responding to each other's pricing decisions. Such a market is best described by. a. Oligopolistic Competition c. Pure Competition b. Monopoly d. Monopolistic Competition

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