Marketing Mix Case Study

Register to read the introduction… Question: Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding the fruit juices. These decisions would fall under which variable of the marketing mix? Answer Rationale: The place variable of the marketing mix includes channels, coverage, assortments, locations, inventory, and transport of a product or service. The promotion variable of the marketing mix includes sales, advertising, sales force, public relations, and direct marketing. The price variable of the marketing mix includes listing price decisions of a product or service, discounts, allowances, payment period, and credit terms. |
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Question: Target marketing, in contrast to mass marketing, Answer Rationale: Mass marketing has become more difficult as a result of increased market splintering. The proliferation of advertising media and distribution channels is making it difficult and increasingly expensive to reach a mass audience. Most companies are turning to micromarketing at one of four levels: segments, niches, local areas, and individuals. A market segment must be substantial enough in size so as to provide the company targeting it with a lucrative enough opportunity to justify its investment. As a result, a market segment can often be rather large and spread out geographically and large firms often have an advantage in that they have the resources and experience to effectively address this.