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You are a new financial analyst at Belvedere Corp., a large manufactureing firm that is currently looking into diversification opportunities. The vice president of marketing is particularly interested in the venture that is only marginally connected with what the firm does now. Other Managers have suggested enterprises in more closely related fields. The proponents of the various ideas have all provided you with business forcasts from which you have developed financial projections, including project cash flows. You have also calculated the projects IRR with the following results: Project IRR Comments A 19.67 Marketings project, an almost totally new field B 19.25 Proposed by manufacturing, also different field C 18.05 Proposed by engineering, a familiar field You are now in a meeting with senior managers that was called to discuss the options. You have just presented your analysis, ending your talk

Big Fizz Co., a manufacturer of cola-flavored drinks

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1) 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? A. Product B. Place C. Promotion D. Price 2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? A. Price B. Promotion C. Product D. Place 3) Marketing strategy planners should recognize that: A. target markets should not be large and spread out B. mass marketing is often very effective and desirable C. large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets D. target marketing is not limited to small market segments 4) Target marketing, in contrast to mass marketing, A. is