Use the following information to answer the questions.
A new company, Cleanethics is marketing a cleaning product called Bottle Bright. Bottle Bright is available on Amazon.com in two sizes: a 10 count pouch for $7.99 or a twin-pack 10 count pouch (20 tablets) for $11.99. The Cleanethics founders were featured on the popular TV show, Shark Tank and shared their idea and product history. Their journey began appropriately at a trailhead—fresh off a mountain bike ride that was endured with noticeably less than fresh tasting water. They were fed up with the grime that plagued their hydration packs and water bottles, and the lack of suitable methods to clean them. After years of choosing between stains and odors or toxic chemicals, they set out to create the safest and most effective product for maintaining hard-to-clean drinking containers. Their background in renewable fuel production provided the relevant experience in chemistry and product development. After countless hours spent researching and testing, their unique all natural formula was born. Bottle Bright cleans water bottles, travel mugs, and other hard-to-clean drinking vessels, is biodegradable, chlorine free, all natural, removes stubborn stains and odors, and is certified by The Natural Products Association. In addition, the founders recognized that the problem of dirty water containers carries more serious risks to people in developing countries and they committed to leveraging sales to give Bottle Bright to the people that need it most. The company uses the slogan, Buy clean, give clean—Clean in Kind to educate and remind consumers about this mission and how a purchase of Bottle Bright tablets will provide clean water to those who need it most.
Cleanethics' main competitive advantage over traditional cleaning products comes from its attention to which element in the marketing mix?
a. product
b. promotion
c. pricing
d. distribution
Answer: a. product
The customers of Cleanethics are most likely choosing the Bottle Bright product because of its _______, which is evidence of a ________.
a. environmental consciousness; market orientation
b. novelty; production orientation
c. pricing; sales orientation
d. environmental consciousness; business orientation
a. environmental consciousness; market orientation
Answer: b. novelty; production orientation
Which element of the marketing mix is Amazon focusing on through its offer of the two different product packages—the single 10-tablet pouch versus the twin, 20-tablet pouch and reflected in the significant monetary savings associated with the twin pack purchase?
a. product
b. distribution
c. pricing
d. packaging
Answer: c. pricing
The target market for Bottle Bright would most likely be:
a. retailers, such as Amazon that sell Bottle Bright to end consumers.
b. customers who are concerned about the environment and utilize refillable water bottles to reduce their carbon footprint.
c. manufacturers of cleaning products, such as Bottle Bright.
d. consumers in third world countries who have concerns about drinking water safety and cleanliness.
Answer: b. customers who are concerned about the environment and utilize refillable water bottles to reduce their carbon footprint.
Cleanethics' competitors, the traditional cleaning companies such as Procter & Gamble , focus on advertising and promotion of their products. This indicates a(n) ______ orientation.
a. market
b. production
c. sales
d. environmental
Answer: c. sales
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