Exam 6: Creating Brand Equity and Identifying Market Segments and Targets

Eli Lilly is a pharmaceutical firm that could give doctors, patients, hospitals, insurance companies, and governments trustworthy answers to questions of concern to them. To make sure everyone at Eli Lilly could deliver the right answers, the company developed a comprehensive Brand-to-Action training program to educate and engage employees in the role of the corporate brand, Lilly's intended positioning, and how employees' behavior affected the customer experience and key touch points. Eli Lilly is using ________ to accomplish this task.

When Kellogs launched its cereal in the Arab world they employed ________ going to schools and clubs and offering free samples of its cereal, and even educating their potential consumers about how to prepare and eat cornflakes and other cereal.

The sale of sheep in the Arab world is highest in Eid Al-Adha, a wholly celebration where Muslims make sacrifice resembling the sacrifice of prophet Ibrahim usually following Haj. Stores who specifically advertise sheep at this time of year are segmenting on the basis of ________.

Which of the following is an example of a discretionary option?

The Hajj pilgrimage to Mecca is a multi-billion dollar activity and is a good example of a ________ Behavioural variable.

The Sultan Centre, the leading supermarket chain, customizes its signatures and stores according to store name, size and location. This is an example of ________ segmentation.

Which of the following clusters is NOT one of the PRIZM Clusters?

The same products that appeal to 21-year-olds are appealing to their parents. Which of these same products, according to the book, does not appeal to both audiences?

McDonald's found great success in its McArabia grilled chicken sandwich across the Arab world, and attempted to build on that success by introducing other Arab-world-based menu items. What is this approach called and why did McDonalds do it?

At the high-end of air travel is the private jet market. International Air Charter and Qatar Executive tap into this ________ market.

Bravia television screens are considered to be a subbrand of Sony, the manufacturer.

Marketing practitioners against local marketing argue a number of points about why it does not work, EXCEPT ________.

Marketers of Mountain Dew launched ads featuring a group of anonymous males- the "Dew Dudes" - participating in extreme sports such as bungee jumping, skydiving, and snowboarding while consuming Mountain Dew to establish a meaningful ________ with its 12-24-year-old target market.

The Four Seasons Hotel at the Kingdom Centre in Riyadh, Saudi Arabia, not only rents its facilities and ballrooms for wedding celebrations and also offers wedding planning services and on-site Wedding expert. The Four Seasons is practicing ________ segmentation.