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    The main competitor for brand A is brand B, as 50% of brand A customers at time T purchase brand B at time T+1. The retention rate of brand B is 70%. A firm that applies segmentation, targeting and positioning understands that it cannot address the needs of the entire market, as the strategy focuses on dividing the market into distinct groups with common needs and targeting specific groups. Reference price refers to the perceived usual or customary price of a product, and is used in marketing to influence consumers' perceptions of value by positioning the actual price below or at the reference price. Strauss has coercive power over stores as it is threatening to withhold the regular supply of its popular dairy product

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    marketing

    Original Title

    Test Example Questions (1)

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    The main competitor for brand A is brand B, as 50% of brand A customers at time T purchase brand B at time T+1. The retention rate of brand B is 70%. A firm that applies segmentation, targeting and positioning understands that it cannot address the needs of the entire market, as the strategy focuses on dividing the market into distinct groups with common needs and targeting specific groups. Reference price refers to the perceived usual or customary price of a product, and is used in marketing to influence consumers' perceptions of value by positioning the actual price below or at the reference price. Strauss has coercive power over stores as it is threatening to withhold the regular supply of its popular dairy product

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    9 views2 pages

    Test Example Questions

    Uploaded by

    תומר ישעיהו
    The main competitor for brand A is brand B, as 50% of brand A customers at time T purchase brand B at time T+1. The retention rate of brand B is 70%. A firm that applies segmentation, targeting and positioning understands that it cannot address the needs of the entire market, as the strategy focuses on dividing the market into distinct groups with common needs and targeting specific groups. Reference price refers to the perceived usual or customary price of a product, and is used in marketing to influence consumers' perceptions of value by positioning the actual price below or at the reference price. Strauss has coercive power over stores as it is threatening to withhold the regular supply of its popular dairy product

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Part 1 –

    1. The following table shows a brand switching matrix of customers in three brands in
    the market.
    Who is the main competitor for brand A?
    What is the retention rate of brand B?

    Purchases at time T
    Purchases at A B C
    time T+1 A 20% 50% 30%
    B 10% 70% 20%
    C 15% 35% 50%

    2. A firm which applies the "segmentation, targeting, positioning" scheme understands


    that it cannot address the needs of the entire market – true or false? Explain.

    3. What is a 'Reference price'? Explain how it is used in marketing.

    4. Strauss Company manufactures the dairy product 'Milky'. Assume Strauss wants to
    introduce to the market its new cottage cheese, and to do so they tell the various
    stores that whoever does not allot a premium place in the refrigerator for the
    cottage cheese will not get a regular supply of 'Milky'. What kind of power does
    Strauss have over the stores?

    Coercive power / Reward power / Legitimate power

    5. When is it justified to use the Multidimensional Scaling method?


    Part 2 –

    1. A discount retailer comes up with a promotion of " 1 whole refrigerated chicken


    for 1 nis". What is the role of the chicken in this promotion? Explain.

    2. What are the similarities and differences between 'customer equity' and 'brand
    equity'?

    3. Land's End sells clothing through catalogs. The company sends out 100,000
    catalogs a year to its members. Each catalog costs 4$. The annual discount rate
    is 10%, and the annual retention rate is 90%. The acquisition (response) rate is
    7%. Every customer that buys from the catalog buys products worth 300$ in
    profits on average.
    What is the CLV?

    4. "Our customers love changing and diversifying their shopping. This suggests that
    they are involved and knowledgeable of the company and its products".
    Is this statement true or false? Explain.

    5. What are the two stages of the product life cycle in which the profits are lowest?
    Why?

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