Chapter 17 Assignment

White Rock's marketing plan for growing its business should address several questions about product, price, place, and promotion. Which of the following question would not be addressed in making marketing mix decisions? a.Does White Rock have good supply chain relationships? b.Where is the White Rock brand in the product life cycle? c.Are the White Rock and Old Brooklyn brands high quality that enable price skimming or are the brands actually value products with low and penetration pricing? d.Should White Rock's distribution network be selective?

a

When White Rock was struggling to stay in business, half of its distribution was controlled by one customer and that customer dropped the White Rock brand. In dealing with this disastrous situation, White Rock had to analyze the situation it faced. In doing this situation analysis, White Rock would logically address all of the following questions except one. Which option is the question that White Rock would not address in the situation analysis? a.Who are White Rock's major competitors and how might they respond to White Rock's actions? b.What kinds of customer knowledge does White Rock need to form market segments? c.Who is White Rock and what does White Rock want to become? d.What are the relevant economic conditions that White Rock faces?

b

When the great-great-grandson of White Rock's founder became president of the company, the business was struggling mightily. An appropriate response to such a situation is for White Rock's president to develop a marketing plan that incorporates all of the following components except : a.A situation analysis of customers, company, context, collaborators, and competitors. b.An environmental impact statement. c.Decisions regarding segmenting, targeting, and positioning within the market. d.Decisions regarding the marketing mix of product, price, place, and promotion.

b

In considering how to grow its business, White Rock considered how to strengthen its existing brand and whether to acquire other brands. These decisions involved White Rock's consideration of market segmentation, marketing, and positioning. In making these decisions, White Rock would logically address all of the following questions except: a.Does White Rock have demographic, geographic, and/or psychological data to form meaningful market segments? b.Does the market segment fit with White Rocks' corporate goals? c.Where is White Rock in the positioning matrix? d.Does White Rock have a good relationship with downstream channel members?

d