Chapter 18 Exercises
Disney's Mickey Mouse is one of the most globally recognized brands ever. Which of the following statements does not depict Mickey Mouse and Walt Disney Company?
Pressures for local responsiveness require the Mickey Mouse character to be adapted to local markets.
The elasticity of demand in a given country is determined by a number of factors, of which income level and competitive conditions are the two most important.
Price Discrimination
The firm will find it easier to charge different prices in different markets if those markets can be kept entirely separate.
Price Discrimination
P&G had to overcome gender barriers because most Mexican doctors are men and they did not fully understand the product. Which strategy did P&G employ to overcome this hurdle?
Push Marketing
Governments in developed countries often restrict monopolies and often promote competition.
Regulatory Influence
One of your competitors has asked the government to investigate your pricing which is supposedly below fair market value.
Regulatory Influence
One of your competitors has aggressively entered your home market as a reaction to changes you made in the market where both of you were competing head-to-head
Strategic Pricing
One of your competitors has driven the price very low to capture your market share with the objective of driving you out of the market.
Strategic Pricing
One of your competitors is lowering prices to capture market share in many places to increase the units sold. Initial sales are at a loss with the expectation of recovering later.
Strategic Pricing
The channel length is a key component to the successful growth of the Tampax brand. Which best describes the initial channel length in Monterrey, Mexico?
The channel was short.
Firms in consumer goods industries that are trying to sell to a large segment of the market generally favor
a pull strategy.
Walt Disney theme parks have proved to be successful in multiple countries around the world. Disney's theme-park visitors can be described as being a segment that spans multiple countries, transcending national borders. This type of segment is called
an intermarket segment.
Marvel Studios' Avengers: End Game premiered in international markets in 2019. Any rebates or coupons encouraging people to go to see the movie are considered to be part of Disney's ________ strategy.
communications
P&G's biggest hurdle to overcome when selling tampons in Latin American markets was
cultural barriers.
P&G faced a challenge concerning consumer sophistication in the industry. Which is the best way to combat this challenge?
customer education
P&G hired counselors to educate and ultimately sell tampons to women. In doing so, what kind of communications strategy was P&G employing?
direct selling
Although personal selling is effective as a promotional tool, it requires
intensive use of a sales force and is relatively costly.
Factors that determine the relative attractiveness of push and pull strategies include product type relative to consumer sophistication, channel length, and
media availability.
Iron Man and Avengers movies represent which part of the marketing mix?
product
The Walt Disney empire includes its motion picture studios, theme parks, cable TV networks, publishing, and merchandising. We can thus conclude that Walt Disney uses a ________ communications strategy.
pull
Advertisers in the United States can use print media, broadcasting media, the Internet, cable outlets, and more. While this level of media sophistication is found in many other developed countries,
this media availability is not universal.
The longer the distribution channel, the more intermediaries there are that must be persuaded
to carry the product for it to reach the consumer.
