Frito Lay manufactures and markets snack foods around the globe and within each geographic market area must strive to provide snack products that meet the needs of its customers.
Over the years, Frito Lay has been very innovative in developing new products or modifying existing products and engages in extensive marketing research to test various flavors and snack food combinations. Frito Lay generally utilizes focus group research to test consumer responses to new products and based on the results will engage in more extensive marketing research such as field testing or test marketing. Recently, Frito Lay launched a new Doritos chip called Doritos Jacked 3D. The chips were released in summer 2015 across the United States in two flavors—Jalapeño Pepper Jack flavor and a Bacon Cheddar Ranch version, which were most popular with younger consumers. In addition to their unique flavor, the chips are three-dimensional and are thick and triangular with holes and a look of lightness and added crispiness. Frito Lay's use of marketing research to identify two new flavors of Doritos and the potential for success is an example of ___________ while the collection of the marketing research information is an example of __________.
a. environmental analysis; environmental scanning
b. environmental strategy; environmental management
c. environmental force; environmental analysis
d. environmental scanning; environmental analysis
Answer: a. environmental analysis; environmental scanning
Learn More :
- Charles Revson started Revlon. He once said "We sell hope." Revson was defining the ______ of Revlon cosmetics.
- Blood donations to the Red Cross are considered __________ products.
- The distribution strategy during the decline stage of PLC involves building more intensive distribution networks
- Amazon and GEICO set themselves apart with their smooth-functioning direct delivery strategy referred to as __________ differentiation.
- Which value proposition is difficult to sustain in the long run?
- What are perceptual positioning maps used for?
- The Westin Stamford Hotel in Singapore failed when it once advertised itself as the world's tallest hotel. This difference was not worth establishing because it did not satisfy which of the following criteria?
- A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this?
- The winning value proposition by discount stores such as Walmart and Best Buy can be categorized as __________.
- Amazon and GEICO set themselves apart with their smooth-functioning direct delivery strategy referred to as __________ differentiation.
- One important consideration in using a differentiated targeting strategy is that ________.
- On the My M&Ms Web site, users can place custom orders for M&Ms. They can choose their own colors, put a personalized text message on the candies, and even upload a photo to be placed on each M&M. Which targeting strategy is M&M using here?
- Anythinglefthanded.com.uk only sells products designed for left-handed people. Which targeting strategy is it using?
- Instead of going after a small share of a large market, a firm goes after a large share of a smaller niche segment. This type of marketing strategy is known as __________.
- If men and women respond similarly to the same marketing mix, they do not constitute different segments. Gender would not be effective in this example because the segment is not ________.
- Toothpastes claim they "whiten teeth," "fight bad breath," and "reduce plaque." Which base of segmentation is being used in this example?
- ___ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product.
- ______ segmentation divides buyers into different segments based on lifestyle or personality characteristics
- What is positioning?
- Which of the following statements about segmentation is true?
- What is the purpose of differentiation?
- The process of evaluating each market segment's attractiveness and selecting one or more market segments to enter is called ______
- The step in designing a customer value-driven marketing strategy in which a company divides a market into distinct groups of buyers is known as market _____
- Market ______ evaluates each market segment's attractiveness and selects one or more segments to serve
- Which of the following is an advantage to businesses that use computer databases to manage their inventory?